Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 13

Growth in car ownership in China is expected to explode in the next 20 years. This will, for many Chinese, involve buying and owning a car for the very first time. In terms of adoption of innovation (see Chapter 7) for these first-time buyers:
a. What type of innovation is the car for Chinese consumers who have never owned one Explain.
b. The current car owners in China, comprising 5 percent of the population, would fall into which adoption categories
c. Analyze the likelihood that such growth can be achieved, using Table 7-2 as a structure.
d. Do you think the values and desires of later adopters in China will be different from the 5 percent who currently own cars Explain.