Diffusion (business) - Rate

Rate

According to Everett M. Rogers, the rate of diffusion is influenced by:

  • The product's perceived advantage or benefit.
  • Riskiness of purchase.
  • Ease of product use - complexity of the product.
  • Immediacy of benefits.
  • Observability.
  • Trialability.
  • Price.
  • Extent of behavioural changes required.
  • Return on investment in the case of industrial products.

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