Adoptation of New product by consumers due to Trialability - examples from Do Mobile (Sri Lanka))

 

According to the diffusion theory it is explained that the "Trialability" is one of the factors which affects on adaptation of a new product(Innovation). Do Mobile brand was recently introduced to Sri Lankan Market in 2011 by Digital Cells (Pvt) Ltd. 

It was amazing experience to Sri Lankan customers when they sell their mobile phones recently in past few months by using huge promotions on  Trialability. This means they offer products to customers just for try and if it is not match, they can submit the product back to the particular seller. 

They had allowed three days for customers to use the product and by this process customers are simply adopted to the product even though it was not match with their expectations. It is clear that this company has really identified the customers behavior on such type of purchasing. Most of the time a customer who paid nearly two thousand rupees for a mobile phone is not willing submit it back due to the ethical aspects. As well as features of the mobile phone is directly capture the customers perception since they offer the products at very low price. 

Therefore the Trialability concept can be used as a marketing/promotional  strategy and this will be beneficial for you to introduce your product to the market easily. 

Key terms

Diffusion is defined as the process by which an innovation is adopted and gains acceptance by members of a certain community.

Trialability is the degree to which a product can be experimented with on a limited basis