Lakhasly

Consumer-oriented: The consumer-oriented approach to defining "innovation", is a favored approach over others, especially in consumer behavior research, and more specifically in research related to diffusion of innovation, and adoption; the reason is that the concept of "newness" or "innovation" is dealt through focus on consumer, and his/her reaction towards the new product and service offering, in terms of acceptance and rejection.

Consumer-oriented: The consumer-oriented approach to defining
“innovation”, is a favored approach over others, especially in consumer
behavior research, and more specifically in research related to diffusion of
innovation, and adoption; the reason is that the concept of “newness” or
“innovation” is dealt through focus on consumer, and his/her reaction
towards the new product and service offering, in terms of acceptance and
rejection. As per this approach, any product is regarded as “new”, if the
consumer believes it to be so; it is purely based on the consumers’ perception
of the newness of the product, rather than on technological changes that the
product embodies.
Amidst the varying perspectives and orientations, the approach (es) that
receives wide attention is the market-oriented and the consumer-oriented
approaches to studying “innovation”.