Marketing Management

Name: Tariqul Islam tanim

ID: 19-39833-1

Section: C

Program: BBA

Topic: What is called Adoption? Discuss how product characteristics can influence the rate of adoption?

Ans: Adoption is an individual’s decision to become a daily user of a product. The adoption process is
that the way how consumers reach this decision: The process through which a private passes from first
hearing about an innovation to final adoption.

5 characteristics are especially important in influencing an innovation’s rate of adoption:

1. Relative Advantage: The relative advantage refers to the degree to which an innovation appears
superior to existing products. 4K TV offers substantially improved picture quality. This speeded
up its rate of adoption.
2. Compatibility: Compatibility is the degree to which an innovation fits the values and experiences
of potential consumers. the product characteristics that influence the adoption rate because
consumers will only slowly start adopting a product if it is not compatible with their mindset.
Compatibility is that the degree to which an innovation fits the values and experiences of
potential consumers. It belongs to the merchandise characteristics that influence the adoption
rate because consumers will only slowly start adopting a product if it's not compatible with their
mindset. HDTV, for instance, is very compatible with the lifestyles of the TV-watching public.
However, within the early years, HDTV wasn't yet compatible with programming and
broadcasting systems, which slowed adoption.
3. Complexity: The degree to which an innovation is difficult to know or to use is additionally one
among the merchandise characteristics that influence the adoption rate. HDTVs aren't very
complex. Therefore, as more programming has become available and costs have fallen, the
speed of HDTV adoption is increasing faster than that of more complex innovations.
4. Divisibility: Divisibility refers to the degree to which an innovation may be tried on a limited
basis. 4K TVs and HDMI cable and satellite systems were very expensive, which slowed the
rate of adoption. As prices fall, adoption rates increase.
5. Communicability: If all other product characteristics that influence the adoption rate are
favorable, communicability can still slow down adoption significantly. 4kTV lends itself to
demonstration and description, its use has spread faster among consumers