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Consumer adoption process

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Sameer Mathur
Sameer Mathur

Consumer Adoption Process

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FACTORS AFFECTING CONSUMER ADOPTION PROCESS
INNOVATION DIFFUSION PROCESS Spread of idea from source of invention to ultimate users
STAGES OF ADOPTION • Awareness • Interest • Evaluation • Trial • Adoption
Factors Affecting ADOPTION PROCESS • Personal Influence • Innovation Characteristics • Readiness To Try New Products • Organizations’ Readiness To Adopt Innovations
READINESS TO TRY NEW PRODUCTS Adopter Groups :5 • Innovators (technology enthusiasts) • Early Adopters (opinion leaders-competitive advantage) • Early Majority (pragmatists-adopt proven benefits) • LateMajority (conservatives) • Laggards (resist innovation)
PERSONAL INFLUENCE Effect one person has on other’s attitude or purchase probability
CHARACTERISTICS OF INNOVATION • Relative Advantage – Superiorto existing products • Compatibility– Matches values & experiences • Complexity– Difficult to understand / use • Divisibility– Trial on limitedbasis • Communicability– Observable / describable results
ORGANIZATIONS’ READINESS TO ADOPT INNOVATIION • Organization’s environment (Community progressiveness & income) • Organization itself (Size, profits, pressure to change) • Administrative (Education level, age, sophistication) Depends on,
Consumer adoption process

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Consumer adoption process

  • 2. INNOVATION DIFFUSION PROCESS Spread of idea from source of invention to ultimate users
  • 3. STAGES OF ADOPTION • Awareness • Interest • Evaluation • Trial • Adoption
  • 4. Factors Affecting ADOPTION PROCESS • Personal Influence • Innovation Characteristics • Readiness To Try New Products • Organizations’ Readiness To Adopt Innovations
  • 5. READINESS TO TRY NEW PRODUCTS Adopter Groups :5 • Innovators (technology enthusiasts) • Early Adopters (opinion leaders-competitive advantage) • Early Majority (pragmatists-adopt proven benefits) • LateMajority (conservatives) • Laggards (resist innovation)
  • 6.
  • 7. PERSONAL INFLUENCE Effect one person has on other’s attitude or purchase probability
  • 8. CHARACTERISTICS OF INNOVATION • Relative Advantage – Superiorto existing products • Compatibility– Matches values & experiences • Complexity– Difficult to understand / use • Divisibility– Trial on limitedbasis • Communicability– Observable / describable results
  • 9. ORGANIZATIONS’ READINESS TO ADOPT INNOVATIION • Organization’s environment (Community progressiveness & income) • Organization itself (Size, profits, pressure to change) • Administrative (Education level, age, sophistication) Depends on,