Presentation to discuss about the various stages of Adoption process and characteristics of adopter i.e. Innovator, early adopter, early majority, late majority, laggards
2. Adoption Process
An innovation is any good ,service
or idea that someone perceives
new, no matter how long its history
Everett Roger define the innovation
process “The spread of new idea
from its source of innovation or
creation to its ultimate user or
adoption.
Adopter of new products move
through five stages:
3. Awareness :
Individual is
exposed to the
innovation and
becomes a
prospect
Interest:
Prospect is
interested to
get information
about
innovation
Evaluation:
Prospect
judges the
pros and cons
of the
respective
product.
Trial : prospect
adopts the
product on a
limited time
basis
Adoption:
prospect will
decide whether
to use the
product for
regular basis if
the product
satisfies
desired needs
Confirmation:
Satisfaction
from the
product
converts a
prospect into a
regular user
who consider
that his buying
decision is
correct.
Stages in Product Adoption
Process
5. Factors Affecting Rate of Adoption
Relative Advantage
◦ Benefits of adopting the new technology
compared to the existing offerings lime more
safety, more economy, more features etc.
Compatibility
◦ Compatibility with cultural norms and experience
of users, Similarity/familiarity to existing ways of
doing things, henceforth there is always positive
correlation between compatibility and diffusion of
innovation
6. Factors Affecting Rate of
Adoption (Cont.)
Complexity
◦ Degree of difficulty in usage of new product and
it is a negative point while introducing any
innovation, henceforth there is always negative
correlation between compatibility and diffusion of
innovation
Trialability
◦ The extent to which a new product can be tried
on a limited basis. It is supported by low costs,
less risk, free samples, demonstration, easy
observability etc.
Communicability
◦ Ease and clarity of communicating benefits of
7. Factors Affecting Rate of
Adoption (Cont.)
Observability
This is the ease for buyer with which a
product’s features, benefits, USP can be
noticed, observed or compared with other
products such as colour and features of
Mobile Phone, Car, Different Style of
Watches etc.
9. Innovators
First to adopt an innovation, adventures
Only 2.5 % of Total market
Drive change
Dream Realizes, change initiators and
internally motivated to bring change
Venturesome and Younger people
Problem of spending money
Always hunt for new products
Well educated, financial stable and
willing to take risks
10. Early Adopter
They are opinion leaders of the
society
Technologically focused
They represents 13.5 percent of
adopters
Willing to have risks, experiment
Individually self-sufficient
Have sound financial resources and
good movement in the society
11. Early Majority
They represents around 34% of the
market
May require support to adopt change
and application.
Not technically focused, pragmatists
Process oriented, go along-seldom lead
Pragmatic users, solid and middle class
customers
Rely on salespeople for the product
related decisions
12. Late Majority
Skeptics- They also represents around
34% of the market.
Adopt new product due to social
pressure not because of necessity,
Older, More conservative and
traditional people
More skeptical of technological
changes and approach innovations
with great caution
13. Laggards
They also represents around 16% of the
market.
Highly Conservative
Last to adopt any innovation
Extremely suspicious of innovation and
change
Not leaders
Feel threatened/ uncomfortable by
uncertainty and change
Value tradition