Role of Contagious Consumer Behavior and Product Convergence in Diffusion and Adoption of New Brands in Indian Market

Influence of adoption variables on consumer brand choice and diffusion variables on spread of new product innovation has of late caught attention of marketing researchers and consumer behavior experts. Researchers are studying how mangers have taken these two set of variables into account while launching new brands and marketing campaigns. It is important to analyze and develop a model of diffusion and adoption of innovation that explicitly describe the influence of various adoption variables such as familiarity, innovativeness of consumer, priority knowledge, personal influence and of diffusion variables such as advertising, e-word of mouth and web interaction in brand choice behavior

This research on “Role of Contagious Consumer Behavior and Product Convergence in Diffusion and Adoption of New Brands in Indian Market’ in mobile telephone marketers attempts to throw insight on how the Indian consumers adopt various technological innovations & how diffusion of innovation happens by digital advertising, online interaction and electronic word of mouth. This research will help developing strategic intervention tools for improving the innovative features in the product or service in line with the Indian consumer perception and on the marketing channels to advertise new offerings through these channels.

The primary data is collected from the field through online and face to face surveys. The sample profile consists of people above age of 15 with various pre-selected demographic and psychographic characteristics at different geographic locations. Various statistical techniques are applied to test the role of identified constructs in both adoption and diffusion process. The findings from the study will help the marketers to make appropriate decisions for new product launch and brand campaign planning. © PES Business Review

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Student Achievements

‘The Changing Face of Finance Consultancy: Boutique Investment Banks’ has been published in the May, 2013 edition of IIM- Shillong Conquest Magazine (Consulting Club) as ‘featured article’

Ankur Baj of PGDM (2012 - 2014)

Best silent voice entry for the June, 2013 Edition of Markathon-The Marketing Magazine of IIM-Shillong

Pulkit Kohli and Ankur Baj of PGDM (2012 - 2014)

Winner of Ernst and Young Knowledge Quiz

Lathish Venugopal, Viral Patel. More than 2000 teams across India participated in this

Runners up at TATA Crucible Campus Quiz

Lathish Venugopal and Viral Patel.

Article published in March edition of Markathon – Marketing magazine of IIM- Shillong

Kriti Dua and Sankalp Parihar. The article was on Marketing Trends 2013

Winner at Hyundai Global Youth Marketing Camp

Shouvik Das. The event was held in S.Korea and the team comprising of 4 Korean students, 4 Indians and 1 Chinese student won the award for the Best BTL Strategy

Second Prize for Article writing in NMIMS Banking

Namratha and Mahesh. The article was on “Policy expectations for the Indian Economy” and was published in the BankAge Magazine of NMIMS.

First Place- The Clan,IFMR

Krishnan Chidambaram and Hariharan Subramaniyan. The event was Abhyudhaya, the flagship HR event of IFMR. They competed in the finals against teams from K.J. Somaiya, IIT Madras, BIM, Welinkar and LIBA

I Runner up at Goa Institute of Management

Gajendra Sisodia and Kriti Dua. This was a national level case study competition (Samiksha 2013). Total of 127 teams participated in the event

Article published in NITIE’s In-Fin-NITIE

Manshi Gandhi. The article was on “Quantitative Easing”

First prize in case study competition at SIMC

Harleen Wahi and Abhishek Jain. The case study was a real case of declining sales of next gen publishing magazines a unit of Shapoorji Pallonji & Co Ltd. Great Lakes competed with 11 teams in the final campus round with the likes of SIMS,MICA, NITIE, Narsee Monjee,etc