Features of consumer perception of product innovations

Abstract

The article examines the phenomenon of  consumer perception of   product innovations in   order to  identify features determined by   modern market conditions. The purpose of   the study is   achieved by   analysing the specifics of   customer perception of: the degree of  product innovativeness; product innovations in   the framework of  information overload and amid high intensity of   their introduction to  the market. As a   result of   the research, the following features of   the сonsumer perception, characteristic of   modern market conditions, are identified: subjectivity of   perception of   the product innovativeness; actualisation of  the phenomenon of  information neglect in  conditions of   information overload of   consumers and the phenomenon of   consumer stupor within the framework of   high intensity of   product innovations being introduced to   the market. The work proves the need to   study the psychology of   perception of   innovations by   potential consumers in  the process of   developing and introducing a   new product deeply and comprehensively, in   particular, to  study cognitive, value, need-motivational systems as   well as  the characteristics of   behaviour patterns of   consumers of   innovative products. Only in   this case it  is possible to  create a  product innovation that is   truly needed and therefore quickly and easily accepted by  the market.