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Innovation is one of the most important factors of life in today's economic, social and
cultural development of society. Innovation is perceived as a direct human form of
organization, and its content is innovation for new or already known product intended to
better satisfy the needs of the development, distribution and use of a complex process. At
the same time, it is the process involving adaptation and change resulting from this
innovation in the social and substantive environment. The classification of innovation in
terms of content, particularly distinguishable product innovation, includes new final
products (capital goods, consumer goods, material or intellectual products, etc.), the
creation, production and exploitation. The meaning of technological innovation is the
creation of new technologies and their application in various fields of activity. Social
innovation involves new economic, managerial, organizational and other structures and
forms creation and deployment of a range of fields. Jakubavičius (2008) suggests content
and other innovations classification signs of awareness and that help to understand and
assess innovation as a system with the complex nature and create preconditions for the
formation of innovation management techniques, as well as provide the overall innovation
activities targeted niches. Due to the rapid pace of technological innovation, the product life
cycle is strongly reduced (Cui, 2009), which had a direct impact on innovation in consumer
behavior. Each year producers must bring to the market new or improved products in order
to remain competitive, retain customers and gain economic benefits. To keep customers, it
is necessary to understand how certain types of innovation affect their behavior. These
scientific sources (Szmigin, 2003; Khan, 2006) are considered as distinguished three types of
innovation:
1. Permanent (Eng. the continuous).
2. Dynamically constant (Eng. the dynamically continuous).
3. The non-regular (Eng. the discontinuous).
According to Szmigin (2003), the first type has a negligible influence on consumer behavior.
Permanent innovation is not the result of a new product. These innovations help the
existing product to be modified and delivered to the market. Permanent innovation
developed products such as the new model car, a new version of a mobile phone or camera
or different flavor toothpaste, experience a substantial change. For these products, novelty
gives a sense of unusual size, shape and style. The user does not need to learn anything new
to use the product. Szmigin (2003) asserts that dynamically continuous innovation often has
little impact on consumer behavior. The innovation may be the result of both new and
improved products. For example, a compact automatic film camera (Eng. Point-and-shoot)
was a new consumer product that is quite different from the manual film camera. However,
consumers quickly learned how to use this product for simplified management. Dynamically
continuous innovation can be associated with the modified product size or shape. For
example, the minimization of the music players changed from phonograph, cassette tape to
CD player and ultimately to an MP3 player. The product shape can be changed by combining
them, such as combining shampoo and conditioner to produce one product. Szmigin (2003)
stated that a non-permanent innovation has the greatest impact on consumer behavior,
which requires new models of consumer behavior. For example, camera, telephone and
television appearances demanded a considerable effort and consumer perception of how to
use them. Another example is a microwave oven, forcing users to rethink and understand a
new cooking method. Innovation classification helps to better understand the concept. The
given type of technological innovation formed a more accurate perception of the product
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