“…Therefore, it is very important to constantly inform and disseminate awareness of this issue, as increasing awareness of such innovations could ensure a more positive approach of the customers to the given innovations [41,42], because as Rogers [37] says, the customers are accepting the innovation when they feel no threat at all (it is in the case they are sufficiently informed) and, basically, that innovation will become a tradition. Also, according to Odeck & Bråthen [43], Frischer et al [44] Parobek et al [45], Straka [46,47] it is often the case people have a really negative attitude towards the innovations because the lack of proper information and clear explanation. This is the reason why companies must comprehend the customer's requests, preferences and attitudes and then to find the right way how to communicate with customers.…”