A Study of Influence of Technical Illiteracy on the Factors Leading to Innovation Resistance

Abstract

The word innovation has been used in research to explain not only the process that utilizes new knowledge, technologies, as well as the processes to create novel products as well as new improved products themselves. It’s not just the task of the management to innovate and commercialize the product but it goes far beyond that. For the success of the innovation it is important to know if the consumer is buying the innovative offerings. Achieving technical literacy helps consumers function in the world they live in. Consumer’s resistance to innovations is an exceptional case of general resistance to change. Most car owners are aware of approvals by safety specialists that young children be positioned in the back seat, yet they don’t follow this simple rule to safeguard the young ones. This study is undertaken to identify the technical illiteracy among the consumers of passenger cars. Further, this study examines the influence of technical illiteracy on factors leading to consumer resistance. It is seen that perceived risk associated with innovative features is lesser among the people who have better technical literacy. This goes on to emphasise the point that, it is very important to have technical knowledge to take better decision by reducing the perceived risk associated with innovations in cars.