Kothari, Samta (2008) TECHNOLOGY ADOPTION BY ELDERS IN INDIA. [Dissertation (University of Nottingham only)] (Unpublished)

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Elders often face difficulties while adopting a technology. Technology based industries so far have only focussed on younger generation and their preferences. However, the fact is that old age population is increasing at an alarming rate. It is essential to understand their preferences as in future they could be a strong potential market for technological products. This research aims to understand - elders' experience of technology adoption (in India). To explore new areas, in-depth interviews were conducted. The research shares invaluable information in the form of narrated experience of elders by themselves. Different stages beginning from general attitude towards the product to post-evaluation views were studied. After undertaking through analysis, practical suggestions regarding how this process can be made easier for elders were stated. This research provides an in-depth study of elderly Indian consumers' technology adoption process.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 23 Sep 2008
Last Modified: 23 Oct 2016 13:50

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