Title: Barriers to diffusion of innovation: an empirical study in India

Authors: Meeta Dasgupta, A. Sahay

Addresses: IILM Institute for Higher Education, DLF Golf Course Road, Gurgaon (NCR Delhi), India. ' Birla Institute of Management Technology, Plot No. 5, Knowledge Park 2, Greater Noida (NCR), Uttar Pradesh 201306, India

Abstract: The various models on innovation diffusion hint that people|s actions are determined by their attitude towards innovation. The main purpose of this study was to explore the factors which were driving consumers| behaviour towards innovations. Five innovations in the Indian context, introduction of iDiscoveri methodology of teaching, reservation of tickets over the internet (e-reservations), banking transactions through teller machines, internet shopping and use of tissue paper have been selected, to explore the consumers| attitudes governing the acceptance/non-acceptance of a particular innovation. This paper, apart from exploring the factors determining the comfort level of consumers with respect to a particular innovation, also brings out the importance of consumers| perceived needs with respect to acceptance of an innovation.

Keywords: innovation diffusion; perceived needs; demographic profiles; individual attitudes; consumer behaviour; iDiscoveri; teaching methodologies; ticket reservations; world wide web; internet; e-reservations; electronic reservations; banking transactions; automated teller machines; ATMs; cashpoints; internet shopping; online shopping; virtual shopping; tissue paper; consumer attitudes; innovation acceptance; adoption behaviour; value compatibility; barriers; age; India; Indian culture; business management.

DOI: 10.1504/IJICBM.2011.040168

International Journal of Indian Culture and Business Management, 2011 Vol.4 No.3, pp.325 - 346

Published online: 31 Jan 2015 *

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