The document discusses the diffusion of innovation, categorizing it into continuous, dynamically continuous, and discontinuous types. It outlines various factors affecting diffusion, including communication methods, social environments, and time dimensions, while also detailing stages of consumer awareness and decision-making in adopting innovations. The study elaborates on different adopter categories, from innovators to late adopters, and their characteristics in the adoption process.

2. Diffusion of innovation

3. 1. Nature of diffusion: continuous, Dynamically
continuous or discontinuous innovation.
Factors affecting diffusion

4. 2. Methods of communication: formal or
informal methods.
Factors affecting diffusion

5. 3. The social environment: type of society,
community, social class etc.
Factors affecting diffusion

6. 4. The time dimension: the time period of
diffusion.
Factors affecting diffusion

9. Innovators
2.5
innovators

10. 2.5
13.5
innovators
Early adopters
Early adopters

11. Early majority
2.5
13.5
34
innovators
early adopters
early majority

12. Late majority
2.5
13.5
3434
innovators
early adopters
early majority
late majority

13. Late adopters
2.5
13.5
3434
16
innovators
early adopters
early majority
late majority
late adopters

17. • Stage of ignorance to stage of knowledge.
• Aware but neutral.

18. • Actively interested in collecting information
about product attributes.
• If not clear, then more information.

19. • Evaluates collected information.
• Rather than seeking for more facts.

20. • Ready to give a try, confused about
permanent adoption.
• Want to match actual working with learned
facts.

21. • The decision is made.