The Adoption Process

Click to edit Master subtitle style Prof. Bhagabat Barik

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Buyer Decision Process for New Products

New Products

Good, service or idea that is perceived by customers as new. Marketers should help consumers move through these stages.

Stages in the Adoption Process

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Stages in the Adoption Process

Awareness: Consumer is aware of Interest: Consumer seeks product, but lacks information. Information about new product. Evaluation: Consumer considers trying new product.

Trial: Consumer tries new product on a small scale. Adoption: Consumer decides to make regular use of product.
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Factors influencing the adoption process

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Factors influencing the adoption process

Individual Differences in Innovativeness

Consumers can be classified into five adopter categories, each of which behaves differently toward new products. Five product characteristics influence the adoption rate.

Product Characteristics and Adoption

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Adopter Categories (Fig. 5.7)

Early Majority Early Adopte rs
13.5 %

Percentage of Adopters

Innovator s

Late Majority Laggar ds

16 %

34 %

34 %

Earl y

2.5 %

Time of Adoption

Lat e

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Influence of Characteristics of Innovation on Rate of Adoption

Communica bility
Can results be easily observed or described to others?

Relative Advantage
Is the innovation superior to existing products?

Divisibility
Can the innovation be used on a trial basis?

Complexity
Is the innovation difficult to understand or use?

Compatibi lity
Does the innovation fit the values and experience of the

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