Rogers' framework may help you think about how to market the Starlight Stove in Nepal. Rogers notes five characteristics of an innovation that influence its speed of adoption: 1) the relative advantage it offers, 2) its compatibility with existing values and past experiences of adopters, 3) the complexity or difficulty of understanding how a new product works or how the consumer will realize value, 4) triability or the degree to which adopters can experiment with the product, and 5) observability or the extent to which the results of the innovation can be seen by others.
-How does the Starlight Stove score on each of these factors?" The product appears to offer a strong relative advantage as compared to altematives. Although the health benefits may be difficult for users to immediately appreciate, the potential economic value generated by spending less time collecting fuel and having longer working days should be more apparent. The stove's features fit with existing values and experiences, but the production of electricity does not fit well. These closely correlate with complexity. How the product actually works and the benefits it offers may not be understood without further explanation. The product is not something that users can easily experiment with. Observability might be moderate — possibly depending upon the extent to which Nepalese invite others into their homes.
Interestingly, using these same criteria, marketing managers may be able to make the product more appealing. For example, they could provide a sample stove in the center of a village — where people could view and test it — increasing its variability and serviceability. This experience may also reduce confusion about how it could produce electricity. Perhaps guarantees could make it easier for people to try the product. Personal selling may be necessary to explain the benefits.
Also. think about the adoption process introduced in Chapter 5. The six-step process involves: 1) Awareness (Would demonstrations or a traveling road show help generate awareness and interest?) 2) Interest (How could ELI or its distributors stimulate interest?) 3) Evaluation (Where and how do consumers evaluate how the product might help them?) 4) Trial (see paragraph above) 5) Adoption (Would explaining micro financing terms help overcome objections?)
6) Confirmation (How would buyers be reminded about the value of the process?)
Sample Solution