Intensidade e Adoção da Inovação no Mercado da Base da Pirâmide: um estudo com produtos eletrodomésticos

Abstract

The paper analyzes the innovation intensity and adoption characteristics at the base of the pyramid market. The innovation intensity is configured as radical and incremental, while the innovation adoption is configured as early and tardy. As an empirical approach it was conducted a study type survey. Data analysis is based on non-parametric statistics. The results indicate that the base of the pyramid consumers is characterized by adopting incremental innovations tardily, as pointed out by the literature.Furthermore, it was also observed that women have greater decision-making power in the families of this segment. KEY-WORDS: