Subject: Consumer Behavior (marketing)

Mini case study... will upvote.

Question : A successful innovation, no matter how much is changed, in order for increase adoption rate, it should possess certain attributes. Using the case information as example explain the five criteria for adoption.

The Case:

Question : A successful innovation, no matter how much is changed, in order for increase adoption rate, it should possess certain attributes. Using the case information as example explain the five criteria for adoption.

Some information about adoption process:

CASE STUDY BURGER KING BURGER KING BURGER Kwa ARGE KING BURGER New York (CNN Business) Burger King's identity is getting a whopper of a refresh, with its first new logo in more than 20 years. Using colors inspired by its "real and delicious food," the fast-food chain unveiled Thursday a retro-influenced new identity that includes a redesigned (yet recognizable) logo and new food packaging, employee uniforms and signage in its soon-to-be remodeled restaurants. The centerpiece of the redesign is the logo, ditching the blue curve that's been in use since 1999. Burger King said in a press release that the new "minimalist logo seamlessly meets the brand evolution of the times." It also pays tribute to the brand's 64-year-old history, with the refreshed look emulating an old logo used from 1969 to 1999. Customers will notice colors that are "rich and bold" on its signage with a new custom made font called "Flame." The chain said the font is inspired by the shapes of its food because it's "rounded, bold and yummy." The look will extend to its employees, who will wear clothing that mixes "contemporary and comfortable style with distinctive colors and graphics." Actual employees are featured in its new ads and promotional pictures. New crew uniforms. Its redesigned packaging highlights the new logo, includes "playful illustrations of ingredients" and adjectives that describe the food, like "crispy" and "tasty." Notably, Burger King's packaging comes a few months after McDonald's also revealed new wrappers and cups. KING VIC The new packaging In September, Burger King introduced new restaurant designs fit for the coronavirus era with triple drive-thru, burger pickup lockers and takeout counters. The designs will be tweaked to highlight the revamped visual identity. Customers will begin seeing some of the new identity immediately in advertisements, signage and packaging. However, the renovation of its nearly 19,000 global restaurants to reflect the new look will take several years. KING Sunce The exterior of a redesigned restaurant. (Rendering) "Given the current state of the world, the new identity feels warm and familiar," Douglas Sellers, executive creative director at global branding firm Siegel+Gale, which wasn't involved in Burger King's redesign, told CNN Business. He added that the redesigned logo is "instantly recognizable anywhere in the world" and that the colors "evokes joy and warmth harkening back to their heritage." Perhaps the fresh design and familiarity could reignite diners' interest in Burger King. Owner Restaurant Brands International (QSR) said the burger chain has been struggling during the pandemic. In the three months that ended on September 30, sales at its restaurants open at least a year fell 7%. Meanwhile, sales at rivals McDonald's (MCD) and Wendy's (WEN) outpaced Burger King during the same quarter. Another part of Burger King's turnaround plan includes adding more value items, which it did last month with the launch of a new $1 menu. Diffusion of innovation . Successful innovations spread through the population at various rates 14-37 Chapter 87 suasive Early Majority Late Majority Figure 14.3 Types of Adopters PERCENTAGE ADOPTING Laggards 2.5% Innovators Early Adopters 13.5% Introduction Growth 34% 34% 16% Decline Maturity LIFE CYCLE Compatibility Innovation should be compatible with consumers' lifestyles Trialability People are more likely to adopt an innovation if they can experiment with it prior to purchase Prerequisites for Successful Adoption Complexity A product that is easy to understand will be chosen over competitors Observability Innovations that are easily observable are more likely to spread Relative Advantage Product should offer relative advantage over other alternatives