СТУПІНЬ СПРИЙНЯТТЯ СПОЖИВАЧАМИ ІННОВАЦІЙНИХ ПРОДУКТІВ НА РИНКУ РЕСТОРАННИХ ПОСЛУГ

Анотація

The article deals with the degree of consumer perception of innovative products, in particular in the catering market. The Rogers model analyzes the degree of innovation perceptions of Ukrainian and Polish consumers. Reasons for rejection of innovative products by different categories of consumers are revealed. Communication channels have been proposed to expand the consumer reach of innovative products. We investigated how Rogers' model is used to shape the portrait of an innovative product consumer in the restaurant market and what channels of communication should be used to promote the product.

The introduction of innovation is seen as a major factor for companies seeking to increase competitiveness and succeed in the market. Only a small percentage of new products are distributed and accepted by consumers today. Whether they are popular in the market depends to a large extent on the innovation of consumers, who tend to buy innovative products within a short time of their appearance on the market.

The research analyzed in this paper was based on a Rogers model for examining how innovative Ukrainian and Polish consumers are. The results clearly show the differences between the innovation of Polish and Ukrainian consumers.

Keywords: product innovation, promotion strategy, consumer portrait, innovation perception, marketing communications, consumer perception, Rogers model, communi­cation channels.