SlideShare a Scribd company logo
1 of 24
Download to read offline
CONSUMER BEHAVIOUR
     PRESENTATION
           ON
DIFFUSION OF INNOVATION
What is Innovation???
Transformation of an idea into
something useful.
There are two different kinds of
innovations
1.New things
2.Development of new things.
Diffusion of Innovation
• The diffusion of innovations theory seeks to
  explain how and why new ideas and practices
  are adopted, with timelines potentially spread
  out over long periods.
• It is designed in two process:
1. Diffusion
2. Adoption
Stages in innovation
•   Innovators
•   Early adopters
•   Early majority
•   Late majority
•   Laggards.
The diffusion process
The innovation      Various approaches
                      have been taken to
The channels of       define new product:
communication       1.Firm oriented
                    2.Product oriented
The social system   3.Market oriented
                    4.Consumer oriented
Time
The diffusion process
The innovation      how quickly
                       innovation spread
                       depends on channel
                       on communication.
                    There are two
The social system       sources for
                        communication:
Time                I. Impersonal
                    II. Interpersonal
The diffusion process
The innovation     It is a physical, social or
                      cultural environment in
                      which people belong
The channels of       and within which they
communication         function:
                   It can be of two type :
                   I. Traditional social
                       system
Time               II. Modern social system
The diffusion process
The innovation      Backbone of diffusion
                      process.
                    it pervades the study of
The channels of       diffusion in three
communication         distinct ways :
                    1. The amount of
The social system
                       purchase time.
                    2. The identification of
                       adopter categories
                    3. The rate of adoption.
Product characteristics that influence
                 diffusion
•   Relative advantage
•   Compatibility
•   Complexity
•   Trialability
•   Observability
•   Resistance to innovation
Stages in adoption
Adoption process
                        Consumer in first
                         expose to the product
Interest                 innovation.
                        Lacks in information
Evaluation               about the product
                        May only know the
Trial                    name of product and
                         its basic features.
Adoption or Rejection
Adoption process
Awareness               Consumer is
                         interested in product
                         and search for
                         additional
Evaluation               information.
                        He wants to know
Trial                    what is it, how it
                         works and what its
Adoption or Rejection    potentialities are.
Adoption process
Awareness               Consumer decides
                         whether or not to
Interest                 believe this product or
                         service.
                        Will it satisfy his
                         needs and
Trial                    requirements.
                        Individual makes a
Adoption or Rejection    mental trial of the
                         idea
Adoption process
Awareness                Consumer uses the product
                          on a limited basis.
                         During this stage the
Interest                  individual determines the
                          usefulness of the innovation
                          and may search for further
Evaluation
                          information about it.
                         The trial stage is
                          characterized by small-scale
                          experimental use, when it’s
                          possible.
Adoption or Rejection
Adoption process
Awareness          If trail in favorable
                    consumer decides to
Interest            use the product
                   If unfavorable the
Evaluation          consumer decides to
                    reject it.
Trial
Consumer innovator
• Small group of consumer who are the earliest
  purchase of the new product.
• Earliest customer can be defined in may ways :
First 2.5% of the social system
Status of the new product investigation
Innovativeness .
Opinion leader
• Individual whose ideas and behavior serve as
  a model to others.
• The innovator is an opinion leader.
• When innovators are enthusiastic they might
  encourage other to buy it.
• For products that do not generate much
  excitement consumer innovators might not be
  sufficiently motivated to advice it.
Market mavens
• Special category of consumer influencer.
• Posses a wide range of information about
  different type of products, retail outlet etc.
• Like to shop and share shopping.
• Not primarily concerned with price.
Personality traits
• Personality traits that have been useful in
  differentiating consumer innovators and non
  innovators include:
Consumer innovativeness
Dogmatism
Social character
Need for uniqueness
Optimum stimulation level
Change leaders
• Also know as high-tech innovators.
• Such individuals tend to embrace and
  popularize many of the innovation that are
  ultimately excepted by mane frame
  population such as computer, fax machine etc.
• They fall into two distinct group:
1. Younger group
2. Middle-aged group
Technophiles
• Those individuals who purchase
  technologically advance product soon after
  their market debut.
• They tend to be technically curious people.
• These consumers are typically younger, better
  educated and more affluent.
Managerial application
• Marketing research
• Development of new product
• Reviews of product
References
1. Consumer Behaviour by Leon G. Schiffman
   and Lesile Lazar Kanuk.
2. Marketing Innovation by Davila
   Estein,Shelton
3. Consumer Behavior in Indian perspective by
   Suja nair
Thank you

More Related Content

What's hot

Consumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycleConsumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cyclerainbowlink
 
Opinion leaders
Opinion leadersOpinion leaders
Opinion leadersObaid Khan
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior MD SALMAN ANJUM
 
DIFFUSION OF INNOVATION
DIFFUSION OF INNOVATIONDIFFUSION OF INNOVATION
DIFFUSION OF INNOVATIONAshish Hande
 
Consumer Decision Making Process
Consumer Decision Making ProcessConsumer Decision Making Process
Consumer Decision Making Processunnati shah
 
Consumer adoption process
Consumer adoption processConsumer adoption process
Consumer adoption processVivek Singh
 
Consumer Involvement 1
Consumer Involvement 1Consumer Involvement 1
Consumer Involvement 1Aditya008
 
Consumer Behaviour-Attitude
Consumer Behaviour-AttitudeConsumer Behaviour-Attitude
Consumer Behaviour-Attitudeprincesstong
 
Media selection in advertising
Media selection in advertisingMedia selection in advertising
Media selection in advertisingDr. Jignesh Gohil
 
Consumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationConsumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationFarman Zakhilwal
 
Tri component attitude model
Tri   component attitude modelTri   component attitude model
Tri component attitude modelGowtham Kumar
 
Models of consumer behaviour
Models of consumer behaviourModels of consumer behaviour
Models of consumer behaviourVikram g b
 
diffusion of Innovation everett rogers
diffusion of Innovation everett rogersdiffusion of Innovation everett rogers
diffusion of Innovation everett rogersshotheesh c
 
Diffusion of innovation ppt
Diffusion of innovation pptDiffusion of innovation ppt
Diffusion of innovation pptBinduja thulasi
 
Decision rule and motivation
Decision rule and motivationDecision rule and motivation
Decision rule and motivationAshish Hande
 
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOURCONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOURAshish Hande
 
Consumer Attitude Formation and change
Consumer Attitude Formation and changeConsumer Attitude Formation and change
Consumer Attitude Formation and changeNishant Agrawal
 
Advertisement Creative strategy & creative tactics & formats
Advertisement Creative strategy & creative tactics & formatsAdvertisement Creative strategy & creative tactics & formats
Advertisement Creative strategy & creative tactics & formatsNijaz N
 

What's hot (20)

Consumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycleConsumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycle
 
Opinion leaders
Opinion leadersOpinion leaders
Opinion leaders
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior
 
DIFFUSION OF INNOVATION
DIFFUSION OF INNOVATIONDIFFUSION OF INNOVATION
DIFFUSION OF INNOVATION
 
Consumer Decision Making Process
Consumer Decision Making ProcessConsumer Decision Making Process
Consumer Decision Making Process
 
Consumer adoption process
Consumer adoption processConsumer adoption process
Consumer adoption process
 
Consumer Involvement 1
Consumer Involvement 1Consumer Involvement 1
Consumer Involvement 1
 
Consumer Behaviour-Attitude
Consumer Behaviour-AttitudeConsumer Behaviour-Attitude
Consumer Behaviour-Attitude
 
Media selection in advertising
Media selection in advertisingMedia selection in advertising
Media selection in advertising
 
Consumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationConsumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer Motivation
 
Tri component attitude model
Tri   component attitude modelTri   component attitude model
Tri component attitude model
 
Models of consumer behaviour
Models of consumer behaviourModels of consumer behaviour
Models of consumer behaviour
 
diffusion of Innovation everett rogers
diffusion of Innovation everett rogersdiffusion of Innovation everett rogers
diffusion of Innovation everett rogers
 
Diffusion of innovation ppt
Diffusion of innovation pptDiffusion of innovation ppt
Diffusion of innovation ppt
 
Opinion leadership.ppt
Opinion leadership.pptOpinion leadership.ppt
Opinion leadership.ppt
 
Decision rule and motivation
Decision rule and motivationDecision rule and motivation
Decision rule and motivation
 
Role of media in advertising
Role of media in advertisingRole of media in advertising
Role of media in advertising
 
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOURCONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
 
Consumer Attitude Formation and change
Consumer Attitude Formation and changeConsumer Attitude Formation and change
Consumer Attitude Formation and change
 
Advertisement Creative strategy & creative tactics & formats
Advertisement Creative strategy & creative tactics & formatsAdvertisement Creative strategy & creative tactics & formats
Advertisement Creative strategy & creative tactics & formats
 

Viewers also liked

Diffusion of Innovation
Diffusion of InnovationDiffusion of Innovation
Diffusion of InnovationSiddhesh Parab
 
Rogers' diffusion of innovations model
Rogers' diffusion of innovations modelRogers' diffusion of innovations model
Rogers' diffusion of innovations modelabajabaa
 
Factors that affect reference group influence
Factors that affect reference group influenceFactors that affect reference group influence
Factors that affect reference group influenceVikram Ram
 
Organisation buying behavior
Organisation buying behaviorOrganisation buying behavior
Organisation buying behaviorJagannath Padhy
 
Personality & consumer behaviour
Personality &  consumer behaviourPersonality &  consumer behaviour
Personality & consumer behaviourAshwin Fernandes
 
Consumer Behavior (Learning)
Consumer Behavior (Learning)Consumer Behavior (Learning)
Consumer Behavior (Learning)Mohsin Akbar
 
Future of dairing in zimbabwe
Future of dairing in zimbabweFuture of dairing in zimbabwe
Future of dairing in zimbabweEddington Gororo
 
The zimbabwe dairy industry
The zimbabwe dairy industryThe zimbabwe dairy industry
The zimbabwe dairy industryEddington Gororo
 
Consumer Influence And The Diffusion Of Innovation
Consumer Influence And The Diffusion Of InnovationConsumer Influence And The Diffusion Of Innovation
Consumer Influence And The Diffusion Of Innovationneveenahmed
 
Self concept and lifestyle
Self concept and lifestyleSelf concept and lifestyle
Self concept and lifestyleIvan Giovanni
 
Diffusion of innovations
Diffusion of innovationsDiffusion of innovations
Diffusion of innovationsPollenStrategy
 
Chp 7 online customer behavior
Chp 7 online customer behaviorChp 7 online customer behavior
Chp 7 online customer behaviorcheqala5626
 
Online Consumer Behavior
Online Consumer BehaviorOnline Consumer Behavior
Online Consumer BehaviorGraham Garner
 
Difusion process, SM SADULLAH
Difusion process, SM SADULLAHDifusion process, SM SADULLAH
Difusion process, SM SADULLAHimsadullah
 
Diffusion%20of%20 innovation%20 %20lecture%20with%20characteristics%20and%20p...
Diffusion%20of%20 innovation%20 %20lecture%20with%20characteristics%20and%20p...Diffusion%20of%20 innovation%20 %20lecture%20with%20characteristics%20and%20p...
Diffusion%20of%20 innovation%20 %20lecture%20with%20characteristics%20and%20p...James Folkestad
 

Viewers also liked (20)

Diffusion of Innovation
Diffusion of InnovationDiffusion of Innovation
Diffusion of Innovation
 
Personality-self-concept
 Personality-self-concept Personality-self-concept
Personality-self-concept
 
Rogers' diffusion of innovations model
Rogers' diffusion of innovations modelRogers' diffusion of innovations model
Rogers' diffusion of innovations model
 
Factors that affect reference group influence
Factors that affect reference group influenceFactors that affect reference group influence
Factors that affect reference group influence
 
Reference Groups
Reference GroupsReference Groups
Reference Groups
 
Organisation buying behavior
Organisation buying behaviorOrganisation buying behavior
Organisation buying behavior
 
Personality & consumer behaviour
Personality &  consumer behaviourPersonality &  consumer behaviour
Personality & consumer behaviour
 
Consumer Behavior (Learning)
Consumer Behavior (Learning)Consumer Behavior (Learning)
Consumer Behavior (Learning)
 
Future of dairing in zimbabwe
Future of dairing in zimbabweFuture of dairing in zimbabwe
Future of dairing in zimbabwe
 
The zimbabwe dairy industry
The zimbabwe dairy industryThe zimbabwe dairy industry
The zimbabwe dairy industry
 
Consumer Influence And The Diffusion Of Innovation
Consumer Influence And The Diffusion Of InnovationConsumer Influence And The Diffusion Of Innovation
Consumer Influence And The Diffusion Of Innovation
 
Self concept and lifestyle
Self concept and lifestyleSelf concept and lifestyle
Self concept and lifestyle
 
Diffusion & innovation theory
Diffusion & innovation theoryDiffusion & innovation theory
Diffusion & innovation theory
 
Diffusion of innovations
Diffusion of innovationsDiffusion of innovations
Diffusion of innovations
 
Chp 7 online customer behavior
Chp 7 online customer behaviorChp 7 online customer behavior
Chp 7 online customer behavior
 
Online Consumer Behavior
Online Consumer BehaviorOnline Consumer Behavior
Online Consumer Behavior
 
Ceramics wiley
Ceramics wileyCeramics wiley
Ceramics wiley
 
Difusion process, SM SADULLAH
Difusion process, SM SADULLAHDifusion process, SM SADULLAH
Difusion process, SM SADULLAH
 
Diffusion%20of%20 innovation%20 %20lecture%20with%20characteristics%20and%20p...
Diffusion%20of%20 innovation%20 %20lecture%20with%20characteristics%20and%20p...Diffusion%20of%20 innovation%20 %20lecture%20with%20characteristics%20and%20p...
Diffusion%20of%20 innovation%20 %20lecture%20with%20characteristics%20and%20p...
 
Adaptation process
Adaptation processAdaptation process
Adaptation process
 

Similar to Diffusion of innovation

Consumer behavior for MBA
Consumer behavior for MBAConsumer behavior for MBA
Consumer behavior for MBAMANHAR EA
 
Lecture diffusion of innovation
Lecture diffusion of innovationLecture diffusion of innovation
Lecture diffusion of innovationSapna Mathur
 
Chapter11.ppt pdf innovation and diffusion
Chapter11.ppt pdf innovation and diffusionChapter11.ppt pdf innovation and diffusion
Chapter11.ppt pdf innovation and diffusionOshadiVindika
 
Adoption and diffusion.pptx
Adoption and diffusion.pptxAdoption and diffusion.pptx
Adoption and diffusion.pptxNiharRanjanNiku
 
diffusion and adoption of livestock innovations.
diffusion and adoption of livestock innovations.diffusion and adoption of livestock innovations.
diffusion and adoption of livestock innovations.Dr. Harshita Bhumra
 
Diffusion and adoption of livestock innovations.
Diffusion and  adoption of livestock innovations.Diffusion and  adoption of livestock innovations.
Diffusion and adoption of livestock innovations.Dr. Harshita Bhumra
 
Diffusion of innovation in cbcl
Diffusion of innovation in cbclDiffusion of innovation in cbcl
Diffusion of innovation in cbclRohit Mathur
 
Diffusion of innovation
Diffusion of innovationDiffusion of innovation
Diffusion of innovationVijyata Singh
 
Lect 5a- Diffusion of Innovations-1.ppt
Lect 5a- Diffusion of Innovations-1.pptLect 5a- Diffusion of Innovations-1.ppt
Lect 5a- Diffusion of Innovations-1.pptKISHOYIANKISH
 
diffusion of innovation.pptx
diffusion of innovation.pptxdiffusion of innovation.pptx
diffusion of innovation.pptxLokesh Waran
 
Chapter 1+2 diffusion of innovation rogers 1983
Chapter 1+2 diffusion of innovation rogers 1983Chapter 1+2 diffusion of innovation rogers 1983
Chapter 1+2 diffusion of innovation rogers 1983M Arief Ramdhany
 
BASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITY
BASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITYBASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITY
BASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITYBalasri Kamarapu
 
431450038-Consumer-Decision-Making-and-Diffusion-of-Innovation-Chp-13-ppt.ppt
431450038-Consumer-Decision-Making-and-Diffusion-of-Innovation-Chp-13-ppt.ppt431450038-Consumer-Decision-Making-and-Diffusion-of-Innovation-Chp-13-ppt.ppt
431450038-Consumer-Decision-Making-and-Diffusion-of-Innovation-Chp-13-ppt.pptShivam7933
 
Consumer adoption of new products
Consumer adoption of new productsConsumer adoption of new products
Consumer adoption of new productsSameer Mathur
 
Consumer Motivation In Consumer Behaviour
Consumer Motivation In Consumer BehaviourConsumer Motivation In Consumer Behaviour
Consumer Motivation In Consumer BehaviourMAHUA MUKHERJEE
 
Product adoption and diffusion
Product adoption and diffusionProduct adoption and diffusion
Product adoption and diffusionSujan Oli
 

Similar to Diffusion of innovation (20)

Diffusiono finnovation
Diffusiono finnovation Diffusiono finnovation
Diffusiono finnovation
 
Consumer behavior for MBA
Consumer behavior for MBAConsumer behavior for MBA
Consumer behavior for MBA
 
Lecture diffusion of innovation
Lecture diffusion of innovationLecture diffusion of innovation
Lecture diffusion of innovation
 
Chapter11.ppt pdf innovation and diffusion
Chapter11.ppt pdf innovation and diffusionChapter11.ppt pdf innovation and diffusion
Chapter11.ppt pdf innovation and diffusion
 
Adoption and diffusion.pptx
Adoption and diffusion.pptxAdoption and diffusion.pptx
Adoption and diffusion.pptx
 
Diffusion of Innovation
Diffusion of InnovationDiffusion of Innovation
Diffusion of Innovation
 
Diffusion
DiffusionDiffusion
Diffusion
 
diffusion and adoption of livestock innovations.
diffusion and adoption of livestock innovations.diffusion and adoption of livestock innovations.
diffusion and adoption of livestock innovations.
 
Diffusion and adoption of livestock innovations.
Diffusion and  adoption of livestock innovations.Diffusion and  adoption of livestock innovations.
Diffusion and adoption of livestock innovations.
 
Diffusion of innovation in cbcl
Diffusion of innovation in cbclDiffusion of innovation in cbcl
Diffusion of innovation in cbcl
 
Diffusion of innovation
Diffusion of innovationDiffusion of innovation
Diffusion of innovation
 
Lect 5a- Diffusion of Innovations-1.ppt
Lect 5a- Diffusion of Innovations-1.pptLect 5a- Diffusion of Innovations-1.ppt
Lect 5a- Diffusion of Innovations-1.ppt
 
diffusion of innovation.pptx
diffusion of innovation.pptxdiffusion of innovation.pptx
diffusion of innovation.pptx
 
Chapter 1+2 diffusion of innovation rogers 1983
Chapter 1+2 diffusion of innovation rogers 1983Chapter 1+2 diffusion of innovation rogers 1983
Chapter 1+2 diffusion of innovation rogers 1983
 
BASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITY
BASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITYBASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITY
BASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITY
 
431450038-Consumer-Decision-Making-and-Diffusion-of-Innovation-Chp-13-ppt.ppt
431450038-Consumer-Decision-Making-and-Diffusion-of-Innovation-Chp-13-ppt.ppt431450038-Consumer-Decision-Making-and-Diffusion-of-Innovation-Chp-13-ppt.ppt
431450038-Consumer-Decision-Making-and-Diffusion-of-Innovation-Chp-13-ppt.ppt
 
Consumer adoption of new products
Consumer adoption of new productsConsumer adoption of new products
Consumer adoption of new products
 
Consumer Motivation In Consumer Behaviour
Consumer Motivation In Consumer BehaviourConsumer Motivation In Consumer Behaviour
Consumer Motivation In Consumer Behaviour
 
Diffusion and adoption
Diffusion and adoptionDiffusion and adoption
Diffusion and adoption
 
Product adoption and diffusion
Product adoption and diffusionProduct adoption and diffusion
Product adoption and diffusion
 

More from Abhishek Raj

A PROJECT REPORT ON RISK ANALYSIS AND RISK MANAGEMENT IN INVESTING IN INSUR...
 A  PROJECT REPORT ON RISK ANALYSIS AND RISK MANAGEMENT IN INVESTING IN INSUR... A  PROJECT REPORT ON RISK ANALYSIS AND RISK MANAGEMENT IN INVESTING IN INSUR...
A PROJECT REPORT ON RISK ANALYSIS AND RISK MANAGEMENT IN INVESTING IN INSUR...Abhishek Raj
 
Listing of securities
Listing of securities Listing of securities
Listing of securities Abhishek Raj
 
business enviroment
business enviromentbusiness enviroment
business enviromentAbhishek Raj
 
Information communication technology
Information communication technologyInformation communication technology
Information communication technologyAbhishek Raj
 
organisation study karnatka bank.
organisation study karnatka bank.organisation study karnatka bank.
organisation study karnatka bank.Abhishek Raj
 

More from Abhishek Raj (6)

A PROJECT REPORT ON RISK ANALYSIS AND RISK MANAGEMENT IN INVESTING IN INSUR...
 A  PROJECT REPORT ON RISK ANALYSIS AND RISK MANAGEMENT IN INVESTING IN INSUR... A  PROJECT REPORT ON RISK ANALYSIS AND RISK MANAGEMENT IN INVESTING IN INSUR...
A PROJECT REPORT ON RISK ANALYSIS AND RISK MANAGEMENT IN INVESTING IN INSUR...
 
Listing of securities
Listing of securities Listing of securities
Listing of securities
 
Vendor rating
Vendor ratingVendor rating
Vendor rating
 
business enviroment
business enviromentbusiness enviroment
business enviroment
 
Information communication technology
Information communication technologyInformation communication technology
Information communication technology
 
organisation study karnatka bank.
organisation study karnatka bank.organisation study karnatka bank.
organisation study karnatka bank.
 

Diffusion of innovation

  • 1. CONSUMER BEHAVIOUR PRESENTATION ON DIFFUSION OF INNOVATION
  • 2. What is Innovation??? Transformation of an idea into something useful. There are two different kinds of innovations 1.New things 2.Development of new things.
  • 3. Diffusion of Innovation • The diffusion of innovations theory seeks to explain how and why new ideas and practices are adopted, with timelines potentially spread out over long periods. • It is designed in two process: 1. Diffusion 2. Adoption
  • 4. Stages in innovation • Innovators • Early adopters • Early majority • Late majority • Laggards.
  • 5. The diffusion process The innovation Various approaches have been taken to The channels of define new product: communication 1.Firm oriented 2.Product oriented The social system 3.Market oriented 4.Consumer oriented Time
  • 6. The diffusion process The innovation how quickly innovation spread depends on channel on communication. There are two The social system sources for communication: Time I. Impersonal II. Interpersonal
  • 7. The diffusion process The innovation It is a physical, social or cultural environment in which people belong The channels of and within which they communication function: It can be of two type : I. Traditional social system Time II. Modern social system
  • 8. The diffusion process The innovation Backbone of diffusion process. it pervades the study of The channels of diffusion in three communication distinct ways : 1. The amount of The social system purchase time. 2. The identification of adopter categories 3. The rate of adoption.
  • 9. Product characteristics that influence diffusion • Relative advantage • Compatibility • Complexity • Trialability • Observability • Resistance to innovation
  • 11. Adoption process Consumer in first expose to the product Interest innovation. Lacks in information Evaluation about the product May only know the Trial name of product and its basic features. Adoption or Rejection
  • 12. Adoption process Awareness Consumer is interested in product and search for additional Evaluation information. He wants to know Trial what is it, how it works and what its Adoption or Rejection potentialities are.
  • 13. Adoption process Awareness Consumer decides whether or not to Interest believe this product or service. Will it satisfy his needs and Trial requirements. Individual makes a Adoption or Rejection mental trial of the idea
  • 14. Adoption process Awareness  Consumer uses the product on a limited basis.  During this stage the Interest individual determines the usefulness of the innovation and may search for further Evaluation information about it.  The trial stage is characterized by small-scale experimental use, when it’s possible. Adoption or Rejection
  • 15. Adoption process Awareness If trail in favorable consumer decides to Interest use the product If unfavorable the Evaluation consumer decides to reject it. Trial
  • 16. Consumer innovator • Small group of consumer who are the earliest purchase of the new product. • Earliest customer can be defined in may ways : First 2.5% of the social system Status of the new product investigation Innovativeness .
  • 17. Opinion leader • Individual whose ideas and behavior serve as a model to others. • The innovator is an opinion leader. • When innovators are enthusiastic they might encourage other to buy it. • For products that do not generate much excitement consumer innovators might not be sufficiently motivated to advice it.
  • 18. Market mavens • Special category of consumer influencer. • Posses a wide range of information about different type of products, retail outlet etc. • Like to shop and share shopping. • Not primarily concerned with price.
  • 19. Personality traits • Personality traits that have been useful in differentiating consumer innovators and non innovators include: Consumer innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level
  • 20. Change leaders • Also know as high-tech innovators. • Such individuals tend to embrace and popularize many of the innovation that are ultimately excepted by mane frame population such as computer, fax machine etc. • They fall into two distinct group: 1. Younger group 2. Middle-aged group
  • 21. Technophiles • Those individuals who purchase technologically advance product soon after their market debut. • They tend to be technically curious people. • These consumers are typically younger, better educated and more affluent.
  • 22. Managerial application • Marketing research • Development of new product • Reviews of product
  • 23. References 1. Consumer Behaviour by Leon G. Schiffman and Lesile Lazar Kanuk. 2. Marketing Innovation by Davila Estein,Shelton 3. Consumer Behavior in Indian perspective by Suja nair