African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4185

Full Length Research Paper

Market value coverage (4A) in terms of fast food adoption

Hossein Nezakati1*, Noor Azman Ali1 and Omid Asgari2
1Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia (UPM), Malaysia. 2Founder and CEO, Delta Consulting Group (DCG), Tehran, Iran.
Email: : [email protected], [email protected]

  •  Accepted: 30 August 2011
  •  Published: 22 February 2012


This study explored the elements of market value coverage (MVC) (awareness, acceptability, accessibility and affordability) as applied to adoption diffusion of innovations. Reviewed of these factors as consumer-focused marketing concept were other important aspects of this study. Statistical tools in this research were analysis of variance and post HOC test. This research found market value coverage elements pattern in hierarchical situation according to social sub systems (innovators, early adopters, early majority, late majority and laggards) and provided two main distinct clusters: innovators and early adopters (acceptability, accessibility, awareness, and affordability) and the other one as; early majority, late majority, and laggards (acceptability, accessibility, affordability, and awareness). Acceptability was the main important Market Value Coverage element for all social sub systems.


Key words: Market value coverage (MVC), acceptability, accessibility, affordability, awareness, adoption (4A), diffusion of innovations, social sub systems, fast food industries.