Features of consumer perception of product innovations

The article examines the phenomenon of consumer perception of product innovations in order to identify features determined by modern market conditions. The purpose of the study is achieved by analysing the specifics of customer perception of: the degree of product innovativeness; product innovations in the framework of information overload and amid high intensity of their introduction to the market. As a result of the research, the following features of the сonsumer perception, characteristic of modern market conditions, are identified: subjectivity of perception of the product innovativeness; actualisation of the phenomenon of information neglect in conditions of information overload of consumers and the phenomenon of consumer stupor within the framework of high intensity of product innovations being introduced to the market. The work proves the need to study the psychology of perception of innovations by potential consumers in the process of developing and introducing a new product deeply and comprehensively, in particular, to study cognitive, value, need-motivational systems as well as the characteristics of behaviour patterns of consumers of innovative products. Only in this case it is possible to create a product innovation that is truly needed and therefore quickly and easily accepted by the market.