CH. 15: Innovations: Adoption, Resistance, and Diffusion
As people mob this beloved grocer amid the coronavirus panic, Costco has taken various steps to protect shoppers in stores. It is no longer offering its much-loved samples, it is limiting the number of shoppers allowed in stores at any one time, and it has ramped up the sanitization of its stores. Costco is trying to protect its vulnerable customers, and now customers 60 and older can shop between 8 a.m. and 9 a.m. Tuesdays and Thursdays. Costco has had to change some of their ways in order to comply with the regulations made during the pandemic. This is part of their innovation to ensure consumers are shopping safely while still ensuring that they get what they need. As this innovation takes place, consumers start to form some resistance. They do not wish to shop in Costco during such stressful times and give...