The aim of this note is to highlight the importance of statistical-economic forecasting models for the deployment of innovative services through modern communication tools. We will analyse some communication tools and, in particular, the following: the communication trough the mass media, the interpersonal communication and the communication "through word of mouth". After having analysed the means of communication, we will measure the influence that consumers will experience in their purchasing decisions through the use of economic-statistical models In the current landscape, in the companies, the importance of innovation strategies assumes a growing importance, so the ability to model the cost-effectiveness is essential. Among all the suitable models, the model of F. Bass (1969) is efficient for measuring the effectiveness of the communication tools used for the promotion of innovative products. The model is widely used by companies for their quantitative analysis of the sales deriving from the innovative products put on the market and it has proven to effectively support the commercial management of the companies in planning and programming of sales. The Bass model is a considerable tool for measuring the diffusion process of innovation of a product among the potential customers. Another important contribution is offered by the model of information dissemination developed by Rogers (1983) that is based on the Gaussian distribution, where the curve is the frequency of consumers buying a product over time. If can be detected the cumulative number of buyers, the result is a S form pattern (sigmoid). Rogers argues that the curve of purchase is normally distributed because of a learning effect due to the interpersonal interaction existing in the social system. The number of buyers increases as soon as the process of interpersonal influence acts on those who are not buyers and this leads Rogers to identify the diffusion process essentially with a communicative nature.
The measurement of consumer behavior in purchasing decisions of innovative products or services through statistical and economic models
MARIELLA, Leonardo;
2015-01-01
Abstract
The aim of this note is to highlight the importance of statistical-economic forecasting models for the deployment of innovative services through modern communication tools. We will analyse some communication tools and, in particular, the following: the communication trough the mass media, the interpersonal communication and the communication "through word of mouth". After having analysed the means of communication, we will measure the influence that consumers will experience in their purchasing decisions through the use of economic-statistical models In the current landscape, in the companies, the importance of innovation strategies assumes a growing importance, so the ability to model the cost-effectiveness is essential. Among all the suitable models, the model of F. Bass (1969) is efficient for measuring the effectiveness of the communication tools used for the promotion of innovative products. The model is widely used by companies for their quantitative analysis of the sales deriving from the innovative products put on the market and it has proven to effectively support the commercial management of the companies in planning and programming of sales. The Bass model is a considerable tool for measuring the diffusion process of innovation of a product among the potential customers. Another important contribution is offered by the model of information dissemination developed by Rogers (1983) that is based on the Gaussian distribution, where the curve is the frequency of consumers buying a product over time. If can be detected the cumulative number of buyers, the result is a S form pattern (sigmoid). Rogers argues that the curve of purchase is normally distributed because of a learning effect due to the interpersonal interaction existing in the social system. The number of buyers increases as soon as the process of interpersonal influence acts on those who are not buyers and this leads Rogers to identify the diffusion process essentially with a communicative nature.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
