Adoption Process 1

ADOPTION PROCESS 1. 2. 3. 4. 5. 6.

Definition Stages of Adoption Process Adoption Curve Uses of Adoption Curve Dependent Factors for the Speed of Adoption Classification of Target Group in Adoption Process

ADOPTION PROCESS 

Is the mental and behavioural procedure an individual consumer goes through when learning about and purchasing a new product.

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Is the sequence of events beginning with consumer awareness of a new product leading to trial usage and culminating in full and regular use of the new product. Also known as ‘ Diffusion of Innovation’.

STAGES OF ADOPTION

A. AWARENESS – The consumer becomes aware o the innovation but lacks information about the innovation.

B. INTEREST – The consumer is stimulated to seek information about the innovation.

C. EVALUATION – Consumer considers whether to try innovation. D. TRIAL -The consumer tries the innovation to improve his or her estimate of its value.

USE OF DIFFT. ADOPTION STAGES      

Becoming aware of the New Product. Seeking information about the New Product. Developing favourable attitudes towards the New Product. Trying the New Product in some Direct or Indirect way. Finding Satisfaction in the trial. Adopting the product in to a standing usage or re-purchase pattern.

ADOPTION CURVE Based on the idea that certain individuals are inevitably more open for adoption than others.

INNOVATORS – Constitute 2.5% of the target market. – First consumers to buy a new product. – Brave People, Venturesome, willing to accept risk, socially aggressive, communicative and cosmopolitan nature.  EARLY ADOPTERS – Forms 13.5% of the target market. – They enjoy leadership, Prestige, and respect the early purchase bring, Respectable people. – Try out new ideas in a careful way.

CATAGORIES OF ADOPTERS - CONTINUATION

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EARLY MAJORITY - Careful people but accept change more quickly than the average people do. - They have status in their social class and are outgoing. - Communicative, attentive to information etc., - Forms 34% of the target market.

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LATE MAJORITY - Forms 34% of the Target Market. - will use new ideas or products only majority using it. Skeptic People. - Less Cosmopolitan, responsive to change. - includes people with lower economic and social status.

CATAGORISATION OF ADOPTERS CONTINUATION 

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LAGGARDS - Traditional People - Love to stick to ‘ Old Ways’. - critical about new ideas and will only accept if the idea ( new ) has become mainstream. - Forms 16% of the Target Market. Price conscious Suspicious of Change. People of Low income group and status. Conservative Do not adopt a product until it reaches maturity.

USES OF ADOPTION CURVE  Useful

to quickly and massively convince the mass of a new controversial idea or product.

 Catogories

and Percentages can be used as a first draft to estimate target groups for communication purposes.

SPEED

OF ADOPTION depends on

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Consumer Traits

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Product & its features

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Firm’s Marketing Effort.

ADOPTION will be faster if …. Consumers have high discretionary income  Consumers are willing to try new offerings 

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Product presents little physical, social,fin.risk The product has an advantage over other items already in the market Product is a modification of an existing idea and not a major innovation Product is compatible with current consumer life styles Product is consumed quickly and easy to use Product can be tried in small quantities.