MM-II PROJECT WORK

Firstly, identification of drivers and impediments of innovations (refer annexure 1) chosen by each group.
Drivers/impediments of innovations are divided into three categories
a. Organizational related enablers/barriers
b. Operating environment related enablers/barriers
c. Consumer related enablers/barriers

Sample size: 20-35

Sample frame: Retailers (mid to large) and Consumers (18-30)
Sampling type: Purposive
Sampling tool: semi-structured interviews.
All interviews/informal talks shall be preferably recorded and dairy entry need to be made of each day of the
data collection. Kindly refer to the Google sheet link appended (insert link). This dairy entry will be done group
wise.
Questions for interviews
a. How these blue oceans has been created from the corresponding red oceans?
b. What is the unique value proposition here for Blue Ocean compared to the value proposition of red
oceans?
c. What is the source of information (mass media/personal/ interpersonal sources/social media)?

For student groups:

Instructions for students for explaining to respondents (emailing to respondents, if required) and self-
understanding
 Students are requested to collect data from respondents and submit the analysis of the report based on the
data and email to respective faculty members latest by Tuesday, January 3, 2017.
 One respondent will fill the questionnaire for only one category.
 Only research questionnaire will go to the respondent.
 Research Questionnaire (to be filled by the respondent)

P.S.: Respondents please read the questions thoroughly and carefully. Some of the items are negatively coded.
DSI/OL/OS/PR/Values are domain specific. Therefore, response may vary from category to category (Instructions
for students for explaining to respondents).

5=strongly agree, 4=agree, 3= neither agree nor disagree, 2= disagree, 1=strongly disagree
S.No. Item 5 4 3 2 1
1. DSI: In general, I am among the first
(last) in my circle of friends to buy a
new_____ when it appears.
2. DSI: If I heard that a new _____ was
available in the store, I would (not) be
interested enough to buy it.
3. DSI: Compared to my friends I own a
few of (a lot of) ______.
4. DSI: In general, I am the last (first) in
my circle of friends to know the
titles/brands of the latest______.
5. DSI: I will not buy a new _______ if I
haven’t heard/tried it yet. (I will buy a
new____ if I haven’t heard/tried it yet).
6. DSI: _______I (do/do not) like to buy
before other people do.
7. OS: When I consider buying a
(PRODUCT CATEGOR), I ask other
people for advice.
8. OS: I don’t like to talk to others before I
buy (PRODUCT CATEGORY).
9. OS: I rarely ask other people what
(PRODUCT CATEGORY) to buy.
10. OS: I like to get others’ opinion before I
buy a (PRODUCT CATEGORY).
11. OS: I feel more comfortable buying a
(PRODUCT CATEGORY) when I have
gotten other people’s opinions on it.
12. OS: When choosing (PRODUCT
CATEGORY), other people’s opinion
are not important to me.
13. OL: My opinion on (PRODUCT
CATEGORY) seems not to count with
other people.
14. OL: When they choose a (PRODUCT
CATEGORY), other people do not turn
to me for advice.
15. OL: Other people (rarely) come to me for
advice choosing (PRODUCT
CATEGORY).
16. OL: People that I know pick (PRODUCT
CATEGORY) based on what I have told
them.
17. OL: I often persuade others to buy the
(PRODUCT CATEGORY) that I like.
18. OL: I often influence people’s opinion
about (PRODUCT CATEGORY).
19. FV: With this brand, I really save money
20. FV: With this brand, I feel that I am
getting a good deal
21. FV: With this brand, I really spend less
22. FV: This brand is a good quality one
23. FV: I have a positive impression of this
brand when using its products
24. HV: This brand is fun
25. HV: This brand is entertaining
26. HV: This brand is enjoyable
27. SV: With this product category, I feel
like trying new brands
28. SV: With this brand, I can avoid always
buying the same brands
29. SV: With this brand, I can be proud of
my purchase
30. SV: With this brand category, I’m a
smart shopper
31. Time risk: too complicated to place order
32. Time risk: difficult to find appropriate
websites
33. Pictures take too long to come up
34. Social risk: If I bought a (product
category A), I think I would be held in
higher esteem by my friends
35. Social risk: My purchase of a (product
category A) would cause me to be
thought of as being foolish by some
people whose opinion I value
36. Financial Risk: My purchasing a
(product category A) would be a bad way
to spend the money
37. Financial risk: If I bought a (product
category A) I would be concerned that I
really would not get my money’s worth
from this product
38. Financial Risk: If I bought a (product
category A) I would be concerned that
the financial investments I would make
would not be wise
39. Performance Risk: As I consider the
purchase of a (product category A) I
worry about whether the product will
perform as well as it is supposed to
40. Performance risk: If I were to purchase a
(product category A) I become
concerned that the ethnic wear will not
provide the level of benefits that I would
be expecting
41. Psychological risk: The thought of
purchasing a (product category A) makes
me feel psychologically uncomfortable.
42. Psychological risk: The thought of
purchasing a (product category A) gives
me a feeling of unwanted anxiety
43. Psychological risk: The thought of
purchasing a (product category A) causes
me to experience unnecessary tension.
Media consumption (mass media, social media, personal, interpersonal media)
a. Relevance of each media for better understanding of category (rank out of 10, where 1=lowest and
10=highest).
i. Radio
ii. FM
iii. Print media
iv. Social media
b. Why one media is more relevant to the other media (open ended question) in your selected
category?
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________ .

Demographic details of respondents

1. Name (optional)
2. Age:
a. Below 18-23 (till completing the age of 23)
b. 23-28 (from 23 onwards)
c. 28-33
d. 33-38
e. 38-43
f. 43 +
3. Occupation:
a. Students
b. Working professional (private)
c. Working professional (government)
d. Self-employed
e. Others (please specify)
4. Monthly household Income (Net)
a. Less than 20,000
b. 20,000-30,000
c. 30,000-40,000
d. 40,000-50,000
e. 50,000-60,000
f. 60,000-70,000
g. 70,000-80,000
h. 80,000-90,000
i. 90,000-1,00,000
j. Above 100,000
5. Education
a. Class XII Passed
b. Graduate studying
c. Graduate passed
d. PG studying
e. PG passed
f. Others (please specify)
Glossary (for students and/or respondents)
1. DSI: Domain or product category specific innovativeness (DSI) reflects the tendency to learn about and adopt
innovations (new products) within a specific domain of interest (Goldsmith and Hofacker, 1991, p.211). This
definition is consistent with the contention that innovativeness must be identified and characterized on a
product category or domain basis (Gatignon and Robertson, 1985).
2. Opinion leadership: opinion leadership reflects the extent to which individuals give information about a topic
and the extent to which information is sought by others from those individuals. Opinion leadership is thought
to be a critical determinant of word-to-mouth communication and interpersonal influences affecting the
diffusion of new products, concepts, and services.
3. Opinion seekers: opinion seeking happens when individuals search out advice from others when making a
purchase decision (Flynn et al., 1996, p.138).
4. Functional Risk: One of the most common types of perceived risk, functional or quality risk refers to the fear
that a product or service will fail to deliver promised functions or benefits. A new computer, for example,
might fail to run the resource-intensive, audio editing program a sound engineer needs to perform her job.
5. Social Risk: Social risk refers to the possibility that buying a product or using a service can reduce a person’s
status with friends, family or neighbors. If, for example, someone purchases a pure-bred dog and finds his
friends consider adopting animals from shelters the socially responsible behavior, he suffers a loss of status.
6. Financial Risk: Financial risk boils down to a fear that a potential purchase can tax or outstrip a person’s
monetary resources, now or in the future. Financial risk operates on both a subjective and objective level. A
person with low or variable income can experience a high level of subjective financial risk, even with low-
cost items. The purchase of a home, on the other hand, often means an objectively high level of risk, even for
those with stable finances.
7. Time Risks: The increasing pace of contemporary life means more customers worry about time risks, in
particular time lost when a product turns out to need replacement or fails to deliver as promised. It can also
include pragmatic concerns about how much time you might spend waiting in line at a crowded retail outlet.
Many businesses seek to alleviate this concern by offering online purchase options on their websites or
through online retailers.
8. Psychological Risks: Consumers also face questions about whether a given purchase is the morally right
choice. For example, a customer may want to buy from a particular company because it offers inexpensive
alternatives, but feel ambivalent due to the company’s labor practices.

Annexure 1
List of categories
a. Grocery
b. Mobile wallets
c. Hotel aggregators
d. Entertainment
e. Food and beverages
f. Car rentals
g. Wearables
h. Virtual reality
i. Food delivery