Валидиране на модела на Роджърс в контекста на българския пазар на мобилни телефонни услуги
Validating the Rogers’ model in the context of the mobile phone services at the Bulgarian market

Summary/Abstract: The Model of Rogers is among the most-often quoted diffusion models in the specialized literature. The idea is that the consumers of a given new product can be classified in five groups – i.e. innovators, quick followers, early majority, late majority and lagging behind. Rogers describes these five consumer categories in a quantitative and qualitative aspect. The present research is directed towards validating the Rogers’ model at the mobile phone services market in Bulgaria. The conclusions based on the results from a pall online confirm the production of model validity in a quantitative and qualitative aspect (size and structure of the consumer categories).

• Details
• Contents