ADOPTION PROCESS

1. Definition
2. Stages of Adoption Process
3. Adoption Curve
4. Uses of Adoption Curve
5. Dependent Factors for the Speed of Adoption
6. 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.

 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 in-
evitably 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

 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.

 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

 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

 Usefulto quickly and massively

convince the mass of a new
controversial idea or product.
 Catogoriesand Percentages can
be used as a first draft to
estimate target groups for
communication purposes.
SPEED OF ADOPTION depends
on

 Consumer Traits

 Product & its features

 Firm’s Marketing Effort.

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