Innovation Diffusion Analysis: Executive Optical

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1 – very weak; 2 – weak; 3 – average; 4 – strong; 5 very strong

Determinant	SCALE	Diffusion Enhancement Strategies
Type of Group	5	Conservative but intelligent; understand the need to change, therefore diffusion can be very strong. Stores should provide quality service to repeat the sales and convert them to become loyal customers.
Type of Decision	5	An individual decision and is based on a need; diffusion can be very strong Train the sales coordinator on how to introduce their brands to the customers and on how to help buyers reach the buying decision.
Marketing Effort	4	Not that visible in social media. Not seen ads but their location is SM Consolation is on the ground floor and near the entrance. They are located inside malls and therefore diffusion can be strong. They should advertise more on social media and locate their stores near the entrance.
Fulfillment of Felt Need	5	They have fashionable eyeglasses and they also have classic designs that appeal to different personalities. They are carrying a lot of brands to choose from. They are also located in prominent areas. Therefore, diffusion is very strong. Maintain good customer service and carry good brands only.
Compatibility	1	We are not seeing people who change eye glasses like they are changing clothes. Therefore, diffusion is very weak. Try promoting using ads and social media to entice users to have different glasses for different occasion.
Relative Advantage	4	Exclusive distributors of brand but there are so many good and fashion-forward brands. But others are also equal brand, but still diffusion can be strong. Make sure that they are carrying brands that are better than what their competitors are having.
Complexity	2	Needs specialized and skilled staff to facilitate sales. Therefore, diffusion is weak. Provide more training to staff so that they can facilitate sales and help their customers at the same time.
Observability	4	Located inside malls and glass stores. But they are not into social media which is the current trend, but still diffusion is strong. Intense advertising to make the market feel their presence.
Trialability	4	Offers free eye check-up and free trial of their product inside the store. Although the trial is just for a short duration, the diffusion can still be strong. Maintain integrity so that customers will believe that they are honest and not just inducing them to buy during trial.
Perceived Risk	4	Sales returns due to defect or error in grading the eye but this is minimal, therefore, diffusion can still be strong. Provide warranty and free repair to give more assurance to patron.

Diffusion of Innovation is high at a scale of 4 with 5 as the highest.

VALS:

It was bought based on its functionality and reliability; therefore, it should fall under ideals. The sub-category is thinkers as the target market are heavy readers; and the reason of purchase is functionality.