The topic of this thesis is Analysis of factors that influence the acceptance of a new product. A new product, i.e. an innovation, is any new or sufficiently improved product. By studying and defining the concept of innovation, this thesis explains all the background components, steps and factors that are necessary for the success of innovation. Just some of the listed components are the concept of innovation, consumer behavior, the process of product diffusion and factors that influence the acceptance of a new product. This paper explains the mentioned terms and analyzes their effect on the process of accepting a new product. Such an analysis gives a more detailed view of the process of acceptance of a new product by consumers. The emphasis of the work is on the implementation of secondary research by collecting existing data from available sources and on the implementation of primary research, which was conducted in the form of a survey questionnaire. By analyzing the results of the conducted survey, primary results were obtained on the factors that are relevant to respondents when accepting a new product. In order to get better insight and concrete data, the research was based on the analysis of the acceptance of smart watches as an innovation. The work is conceived in several parts. The introduction briefly describes the area and goal of the work, as well as the way in which the data was collected and how the work was structured. The second unit explains the concepts of innovation and new product development. The third unit is based on the interpretation of consumer behavior and innovation diffusion. In the fourth unit, there are factors that influence the acceptance of a new product. The fifth unit is based on the analysis of the results of the conducted research. At the end, a review of the entire work was provided in the form of a conclusion.