The lure of the new

Last month I bought myself the new Gillette Fusion shaving system. The launch advertisement made an immediate impact on me. For a couple of weeks thereafter I eagerly looked forward to buying and using this new razor in place of the Mach-3 I had been using for several years. Eventually, I bought it at a chemist's shop and today, I am a Fusion convert. In sharp contrast to this behaviour, I have never been tempted to buy a Blackberry or smartphone, despite the combined and aggressive efforts of all the mobile phone marketers in the country. I continue to use my simple, old-fashioned Nokia phone, which is excellent for speaking and texting, but can do little else.

This contrasting response to a new shaving razor versus new mobile phones made me ponder on a key question: Why have I responded so differently to two product categories, both of which I use every single day? Why do some consumers buy some new products and services so quickly, yet turn a blind eye to others? Here are some behavioural drivers which can provide answers to students and practitioners of marketing.

Functional Superiority

One of the foremost reasons for immediate adoption of new products is their tangible functional superiority over existing offerings. My purchase of the Gillette Fusion is a case in point. The new razor offers five blades in front, thereby assuring me of a much smoother, closer shave.

Until the launch of the Fusion, the maximum number of blades I had seen on a razor was three, so five is clearly a tangible advantage. Second, the Gillette Fusion offers, for the first time, a precision trimmer at the back which is very helpful for trimming facial hair, including sideburns and moustache. Both these constitute a step change in functionality, and this drove me to buying the new razor immediately despite the relatively steep price tag.

Love of new technology

Many of my friends love to use new technology and also to be seen carrying the latest gadgets. They must possess the newest smartphone, the latest tablet computer, the just-released plasma television set, as soon as these products hit the market. The key purchase driver in many such cases is not just the new functionality but a certain geeky desire to own the latest technology. In fact, much of the new functionality may not be used at all, yet the sheer act of possessing it provides a “geek-kick” which is very satisfying, and often equally addictive. That is why the user of an Apple iPhone is never really happy until he has laid his hands on the latest version soon after its launch. As several product categories — including television sets, mobile phones, laptop computers, even washing machines and air-conditioners — now integrate new-age technology of one type or the other, this can be a very significant driver of new product purchase.

Peer influence

The power of peer influence in the early adoption of new products is very significant. So, many new products are bought because a neighbour or colleague or friend has already obtained or begun using them. This is particularly true for products which are signals of affluence or status, such as cars, villas, exotic perfumes and high-end sports shoes. The fundamental human drivers here are envy and pride, both of which are not merely unstoppable but sometimes obsessively blind in their pursuit. However, peers can also influence purchase of new products in many other ways; for instance, groups of friends often like to own similar products or wear similarly styled accessories just to signal that they belong together.

High interest categories

There are product and service categories that are of very high interest to us, and where launch of a new product sparks immediate attention and desire. On the other hand, there are categories that pass us by like ships in the night, evoking little or no interest at all.

My wife tells me that new books on the subject of computer science and data mining (her areas of professional interest) are of immediate interest to her, whereas the launch of a new air-conditioner or car is irrelevant to her needs. Similarly, I am likely to immediately visit any new Japanese restaurant launched in Bangalore as I love sushi, sashimi and teriyaki, whereas I would turn a blind eye to the launch of a new brand of golfing equipment, a category that does not interest me at all.

Experimental products

Even amongst categories that are of interest to us, there are zones where we are open to experimenting with new products and other areas where we are less open, and prefer the safety of existing products and brands. Many families are quite open to considering the use of new brands of soaps and shampoos; yet, in adjacent categories such as toothpaste or antiseptic liquids, the same families will only purchase the same old versions of Colgate or Dettol, their regular and most trusted brands.

I have noticed that in categories in which we have a strong relationship with health and safety, experimentation with new products tends to be much lower; whereas in products where new technology leads to enhanced offerings, or in products which play largely cosmetic or superficial roles in our lives, consumers are promiscuous and willing to constantly experiment with the new.

The impact of age

Generally speaking, younger consumers tend to adopt new offerings faster and are constantly on the lookout for the new, whereas older people are more inclined to stay within the comfort zone of their existing products.

Therefore, in categories targeted primarily at the youth — such as jeans, sports shoes, motorbikes, wristwatches, fashion accessories — new products are a critical determinant of growth and success.

However, there is an interesting twist to this tale. In modern times, as many more consumers, cutting across age groups, wish to look and feel youthful, the adoption of new products has grown dramatically amongst both young and middle-aged people. Indeed, this opens up new definitions of youth, and fresh new vistas for marketers.

Social and privacy considerations

Many of us like to safeguard our privacy, family and personal time, all of which are increasingly scarce resources, and this has a profound impact on our adoption of new products.

The single most important reason why I have not yet purchased a Blackberry or smartphone is that, in my perception, it leads to e-mail addiction on the mobile phone at all times and is, therefore, an unwarranted intrusion into my privacy and time.

I also know that if any of my colleagues or friends have anything urgent to communicate, they will call or text me on my simple, old-fashioned phone.

However, I also acknowledge that many other consumers may not agree with my point of view, they may take great pleasure from being able to access and respond to their e-mail instantly, and they may indeed feel that I am some sort of a communications dinosaur; also, in certain professions, instant access to e-mail may actually be essential. Such consumers would adopt smartphone technology spontaneously, unlike me.

The multiple areas explored above show that consumer attitudes towards adoption of new products is an interesting, complex and evolving space, and one that certainly presents fertile territory for behavioural research. Insights from such studies can have a significant impact on marketers' decisions.

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