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Understanding the Adoption Process Roles

The document describes the adoption process model which outlines the stages consumers go through when adopting new products or innovations. It includes the stages of awareness, interest, evaluation, trial, and adoption. It then describes the different types of adopters - innovators who are risk-taking early adopters, early adopters who are opinion leaders, the early and late majorities who adopt after others, and laggards who are very late adopters focused on traditions. Examples are provided for each type of adopter in the context of adopting new products.

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Mayuri Agrawal
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372 views10 pages

Understanding the Adoption Process Roles

The document describes the adoption process model which outlines the stages consumers go through when adopting new products or innovations. It includes the stages of awareness, interest, evaluation, trial, and adoption. It then describes the different types of adopters - innovators who are risk-taking early adopters, early adopters who are opinion leaders, the early and late majorities who adopt after others, and laggards who are very late adopters focused on traditions. Examples are provided for each type of adopter in the context of adopting new products.

Uploaded by

Mayuri Agrawal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Taking example of ADOPTION PROCESS, describe the

various role that people play who are surrounding you

ByGaurav Agrahari
Mayuri Agrawal
Nikita Mehrotra
Manish Rai

Overview
The Adoption Process (also known as the Diffusion

of Innovation) is more than forty years old.


It describes the behaviour of consumers as they
purchase new products and services.
the set of mental steps customers go through
beginning with first becoming aware of the new
product's existence and ending with the decision
to adopt the product for continued and regular
use.
The process is, therefore, a type of consumer
decision making model.

Stages of Adoption
Awareness
Interest
Evaluation
Trial
Adoption

New Product Diffusion


The individual consumeradoptsnew

products. In contrast, thediffusion


processdescribes the spread of a new
product or innovation through a social
group.
The speed with which a new product
diffuses through a social group is a function
of the fact that different people adopt new
products at different rates.

INNOVATORS
first to adopt &own new products
willing to take risks, youngest in age,
have the highestsocial class, have great

financial lucidity, very social


often not taken seriously by their peers
often buy products that do not make it
through the early stages of the Product Life
Cycle (PLC).
Example the new Pepsi Atom or be it any
soft drinks in the market. Shree Ajmani is the
first one to try them out

EARLY ADOPTERS
quick to buy new products and services
key opinion leaders
amongst the first to get hold of items or

services.
typically younger in age, have more financial
lucidity, advanced education,
more socially forward than late adopters.
More discrete in adoption choices than
innovators.
Example- Mayuri Agrawal tries every new
Restaurant and later on share her views.

EARLY MAJORITY
Look to innovators and early adopters
adopt an innovation after a varying

degree of time.
Stand back and watch the experiences of
others.
Then there is a surge of mass purchases.
contact with early adopters, and seldom
hold positions of opinion leadershipin a
system
Example Navneet Kumar goes for movies
released on Friday to watch on Sunday
after getting reviews of others.

LATE MAJORITY
purchase the product later than the average

person
very littleopinion leadership.
slower to catch on to the popularity of new
products, services, ideas, or solutions.
There is still mass consumption, but it begins
to end.
Example- parents of our generation when
buying smart phones.

LAGGARDS
very late to take on board new products
include those that never actually adopt at all
little to be made from these consumers.
show little to no opinion leadership
tend to be focused on traditions
be oldest of all other adopters,
in contact with only family and close friends
Example- friends who buy second hand

novels or borrow it from someone after years


of its issue

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