Analysis of the Impact of Marketing Innovation on the Decision of the Adoption of the Algerian Consumer of the Economic Lamp of Electricity Using Modeling with Structural Equations

Abstract

This study aims to analyze the role of marketing innovation for new products and what are the most important effective strategies in pushing the Algerian consumer to adopt electric energy-saving products, especially the economic lamp. A group of influences that affect the decision to adopt such products intervene. Through this study, we highlight the disparity in their impact, perhaps the most prominent of which is the presence of innovation factors (characteristics) in the product that would entice the consumer to adopt them, and the extent to which he enjoys the innovative features that push him to accept these products, and to achieve Study objectives: Structural equations modeling (SEM) was used through the AMOS program to test the mosaic of hypotheses, which resulted in a direct impact of marketing innovation and innovation factors on consumer adoption decision, and the hypothesis related to consumer innovation traits was implemented as a mediating variable.

The study also sought to classify the decision of the Algerian consumer to adopt the lamp according to the Rogers classifications of adopting consumers, according to the speed of adoption, which resulted in the majority of consumer decisions being classified within the category of laggards with a rate of 32.6%, followed by the late majority category with a rate of 31.4%.