Consumer adoption of new products and services involves several stages: 1) Interest - Consumers first learn about an innovation but lack knowledge. 2) Information Search - Consumers seek more information about how the innovation works and its benefits. 3) Trial - Consumers test the innovation on a small scale through samples or limited use. Consumers also differ in when they adopt innovations - from Innovators who are first to adopt, to Early Adopters just behind them, to the Early and Late Majority, and finally to Laggards who are often the last or never adopt.

1. Presented by -
Abhishek Goyal
Ritu Mittal
Simran Gupta

2. Consumer adoption
Consumer adoption of technological
innovations is the process consumers use to
determine whether or not to adopt an
innovation. ....

3. Product or service adoption
Adoption process is a series of stages by
which a consumer might adopt a NEW
product or service. Whether it be Services
or Products, in current competitive world, a
consumer is faced with a lot of choices.

4. • It is a mental process through which an
individual passes from first learning about an
innovation to final adoption.
• The decision by an individual to become a
regular user of the product.
Adoption process

5. Interest

6. The consumer is first exposed to the new
product. At this stage innovation is introduced
to the person but there is no true knowledge of
the product to the consumer

7. Interest/Information
• The consumer is interested in the product and
the starts reaching for additional information.
At this stage consumer started investing time
and energy into finding of more knowledge of
that product and how does it affect.

8. • Consumer start evaluating whether or not to
believe that this product/services will satisfy
his/her need. The consumer start making a
decision how can I use it? Will it be fruitful if I
had it?

9. Trial Stage
• Consumer is ready to try or test the new
product. He practically examines it. He tries
out the innovation in a small scale to get self-
experience. He can buy the product, or can
use free samples.

10. If trial is favorable, the consumer decides to use
the product and if unfavorable, the consumer
decides reject.

11. customer adoption levels
• Innovators
• Early adopters
• Early majority
• Late majority
• Laggards

12. INNOVATORS
• First to
adopt &
display
that they
likely to
want to
be ahead
• To be the
first to own
new
products,
well before
the average
consumer.

13. Early adopters
• Are also quick to buy new products
and services,
• So these kind of customers want to
show among the neighbors and
friends as they tend to be amongst
the first to get hold of items or
services.

14. Early Majority
• Look to the innovators and Early adopters
to see if a new product or idea works and
begins to stand the test of time.
• They stand back and watch the
experiences of others.
• Then there is a surge of mass purchases.

15. Late Majority
• Tends to purchase the product later than the
average person.
• They are slower to catch on to the popularity
of new products, services, ideas, or solutions.
• There is still mass consumption, but it begins
to end.

16. Laggards
• These tend to very late to take on board new
products and include those that never actually
adopt at all.

17. Innovators Early adopters Early majority Late majority Laggards
CUSTOMER ADOPTION LEVELS