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PREDICTING CONSUMERS' BEHAVIOR ON THE BASIS OF THE DIFFUSION OF INNOVATIONS THEORY - THEORETICAL BACKGROUND AND POSSIBLE PRACTICAL APPLICATIONS (Ukrainian title - below)

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Sokolovsky I.

Sotsiolohiia: teoriia, metody, marketyng (Sociology: Theory, Methods, Marketing)

2009

issue 4

128-137

(Title in Ukrainian -'Prohnozuvannia povedinky spozhyvachiv na pidstavi teorii poshyrennia innovatsii: teoretychni zasady i mozhlyvosti praktychnoho zastosuvannia'). Prognostication plays an important role in marketing activity of company. The FutureView(TM) is one of the methods developed by TNS Company and based on Diffusion of Innovations Theory. Traditional definition of Early Adopters proposed by Rogers was revised and modified; therewith main principles of adaptation theory were maintained. Additional dimension of consumers regarding their potential to impact on future consumption process was added. Survey of potential users of investment funds for natural persons, conducted by TNS in Ukraine, is shown as an example of this approach. By way of example, the author shows the application of the FutureView(TM) that gives possibility to receive more complete and deep understanding of the future consumers' behavior regarding new products and services, these consumers' needs, motivations, and social-demographic characteristics.

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1 Sotsiolohiia: teoriia, metody, marketyng (Sociology: Theory, Methods, Marketing)

1 Sokolovsky I.

1 2009

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PREDICTING CONSUMERS' BEHAVIOR ON THE BASIS OF THE DIFFUSION OF INNOVATIONS THEORY - THEORETICAL BACKGROUND AND POSSIBLE PRACTICAL APPLICATIONS (Ukrainian title - below)