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

• Autor(a) principal: Nogami, Vitor Koki da Costa
• Data de Publicação: 2015
• Outros Autores: Carvalho, Danielle Daffre, Toledo, Geraldo Luciano, Veloso, Andres Rodriguez, Gouvêa, Maria Aparecida
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: Future Studies Research Journal: Trends and Strategies
• Texto Completo: https://www.revistafuture.org/FSRJ/article/view/33
• topic: Base of the Pyramid. Innovation Adoption. Innovation Intensity.; Base da Pirâmide; Adoção da Inovação; Intensidade da Inovação.

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 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 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.