Innovation Intensity and Adoption at the Base of the Pyramid Market: A Study of Household Appliances

Innovation Intensity and Adoption at the Base of the Pyramid Market: A Study of Household Appliances

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The paper analyzes the innovation intensity and adoption characteristics at the base of the pyramid market.The innovation intensity is configured as radical and incremental, while the innovation adoption is click here configured as early and tardy.As an empirical approach it was conducted a study type survey.

Data analysis is based on non-parametric statistics.The results indicate that the base of majicontrast red the pyramid consumers is characterized by adopting incremental innovations tardily, as pointed out by the literature.Furthermore, it was also observed that women have greater decision-making power in the families of this segment.