he Pick Toy Digital Camerais a USB key and camera combined. It can take photos a
ID: 421978 • Letter: H
Question
he Pick Toy Digital Camerais a USB key and camera combined. It can take photos and videos that are surprisingly good quality for a camera of its size. The 2 megapixel digital camera comes in a range of colours. Once you have finished taking some pictures with this mini cam/USB combo, you can easily upload them to your computer by simply plugging the USB key into your hard drive.a) Is the Pick Toy Digital Camera a continuous innovation or a dynamically continuous innovation? Justify your answer. (6 marks)b) Discuss the five (5) product characteristicsthat can influence the diffusion of the digital camera. Explain your reasons. Discuss one (1) strategy that Pick Toy Digital Cameracould use to have it in the ‘evoked’ set of consumers.
Explanation / Answer
Pick Toy digital camera is a continuous innovation as it did not introduce any changes in the consumer's behaviour or attitude. A continuous innovation in a product does not leads to any significant change in the usage of the product by the consumer though there are minor changes in product technology.
Product characteristics that can influence diffusion of digital camera are as given below :-
1. Battery Life - It should have sufficient battery life to serve the pupose of its usage by the customer.
2. Lens aperture size - It controls the amount of light reaching the image sensor and affects the image quality.
3. Flash memory - It is important for storage of images and videos in digital camera.
4. Transfer speed - High speed USB helps in quick transfer of images.
5. Size and usage convinience - The size helps it to carry easily or to use it as an hidden camera for security in the house.
To become a part of evoked set of consumers, Pick Toy digital camera should identify the key target market for its products and should try to diffuse the product in target groups so that feedback on product utility and usage can be gained for further devising market strategies. It will also help in identifying the consumer usage patterns and spread awareness about the product.
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