A categorical modeling approach to analyzing new product adoption and usage in the context of the building-materials industry

A high proportion of non-adopters is prevalent in any market where the product under consideration is relatively new or has a low acceptance rate. This results in a low proportion of adopters in a representative sample. In adoption or product usage modeling such high proportion of zeros in the dependent variable may be addressed by zero-inflated models, by modeling the product adoption and usage as a function of two latent processes. This paper considers a zero-inflated ordinal-probit model for investigating adoption and usage of innovative wall-cavity insulation materials among residential homebuilders in the US. This study assumes a three-step adoption process of innovative housing materials, namely, trial adoption, intermediate adoption and complete adoption. The study uses 5757 responses from a combined ‘Annual Builder Practices Survey’ dataset comprising ten cross-sectional yearly surveys, undertaken by the NAHB Research Center, from 1996 to 2005. The research results indicate that though a higher proportion of large firms are more likely to adopt innovative insulation material, they continue using established products while slowly increasing their use of the innovative material over time. However, when smaller homebuilders adopt an innovative insulation material, it replaces the existing product from their material usage portfolio at a faster rate.