Many a times the innovations that have been previously adopted is discontinued after some time. How many of us have not purchase a new equipment like an onion chopper in an exhibition. As soon as we come home we are eager to use the equipment. We use it for some days and then back to our old knives. Why dies this happen? This happens because we are either not happy with its performance or it takes too much time, or cleaning the chopping is a problem, or it may be some other problem. Once we stop using it, it is called as discontinuance. Discontinuance is a decision to reject as innovation after having previously adopted it. Discontinuance may take many forms, but here we discuss three forms viz.
Replacement discontinuance is a decision to reject an idea in order to adopt a better idea that is better than the existing idea. Some examples are
Hybrid over Local variety,
Fuel saving CFL bulbs over Incandescent bulb,
Mobile phones over Landlines,
Smokeless chula over Traditional chula,
Digital camera over Film roll camera
Disenchantment discontinuance is a decision to reject an idea as a result of dissatisfaction with the performance Some examples are
Crop varieties generally deteriorate after number of years. They are then replaced by superior varieties, if available, or may not be cultivated at all.
The purchase of mobile phones with added functions like camera and MP3is due to disenchantment with the earlier simple handset which could only make or receive phone calls.
Purchase of fully automatic washing machines over twin tube washing machines.
Purchase of double door fridge over single door one
Forced Discontinuance: This happens when individuals are compelled to changeFarmers are forced to discontinue the existing practices because of Government Policies. For Eg.
The Government has banned the use of chemicals like D.D.T. and B.H.C, coal tar dyes are banned.
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