Adoption Process & Characters Affecting Adoption-Rate:
Adoption:
A set of Successive Decisions, an individual or Organisation makes before Accepting
an innovation is called Adoption.
Adoption Process:
1) Awareness : Exposed to innovation,
2) Interest: Seek more information,
3) Evaluation: Compare Alternatives,
4) Trial: Buys to try (Sample),
5) Adoption: Decide to use Full Scale,
6) Confirmation: Becomes user & Seeks Assurance, that Purchase-Decision was Correct.
Types of Adopters:
1) Innovators:
First Users of the Product, Typically Young, Financially Sound, Socially Active, Rely on Advertising,
2) Early Adopters:
Buy sooner than other Consumers, Typically Opinion-Leaders, Well Respected, Spread Word of Mouth Advertising, Rely on Salesmen- Skills,
3) Early Majority:
Accept innovation, before Majority does. Typically Rely on Early Adopters, Sales People, Ads, & are above Average, Financially & or Socially,
4) Late Majority:
Buy to save money, or due to Peer Pressure, influenced by Word of Mouth,
5) Laggards:
Last to Adopt, Resist Change,
6) Non Adopters:
Never Buy.
Characters Affecting Adoption-Rate:
1) Relative Advantage:
Superiority of innovation over Current Available ones,
2) Compatibility:
Degree to which New Product fits Current Social Values & Experiences,
3) Complexity:
Difficulty in Understanding, or Using a Product, e.g. Insurance Packages,
4) Trialability:
Limited basis, Usage Possibility, e.g. Samples,
5) Observability:
Effectiveness of New Product.
