The effects of incremental innovation on the consumer perceptions

Abstract

This research aimed to explore 1) the effects of incremental innovations on the consumer perceptions by focusing on both the positive and the negative perceptions, and 2) the consumer preceptions on incremental innovations which caused the firm’s success The sample group, selected using convenient sampling, was consisted of 410 consumers in Bangkok metropolitan and outskirt areas. The research instrument used for collecting data was standardized questionnaires with fixed-alternative questions. The study showed that the consumers had a positive perception towards incremental innovations. The consumers’ perception influenced the marketing success in terms of innovation products. Furthermore, it was found that the consumers did not expect any radical innovations from the manufacturers. Customers also accepted incremental innovations regarding the product development.