Product Adoption
The decision of a person for regular use of certain product is called product adoption of a person. Most of the customers may take decision to use products of established and reputed producers. In such situation, marketing experts should make efforts to attract customers who adopt huge quantity of the product. This becomes very fruitful to the producer. There are five levels of the final consumers of the new products. They are mentioned as follows:
1. Awareness
The customers want to take full information and knowledge about new products. They want to know about quality, feature, utility, price etc. of any new product. Even then they feel difficult to get sufficient information.
2. Interest
Customers express interest to know about the quality of the new product. After they have got all information, they can take decision to adopt the new products.
3. Evaluation
Customers evaluate and analyze new products with the intention to adopt the product. If the conclusion of the analysis and evaluation comes out positive, they decide to adopt the product; otherwise they give up the idea.
4. Trial
Customers think and taste the value and utility of the new product. For example, a customer who wants to buy a car takes buying decision only after taking trial and taste drive. This is the fourth stage of product taste/ trial.
5. Adoption
After being positive towards the new product, the customers may take decision to use it fully or partially. Also they may take such decision only after using new goods for certain period of time.
Product Diffusion
At first, new products take certain shape. Then some customers who want to make them first buyers get information about them. In such situation, there starts expansion and spread of the products. The situation when market segments accept new products is called expansion of new products. The customers who first buy new products play an important role in expansion of the products. After the new products enter into markets, different groups of customers adopt the products at different times. Such groups or customers are mentioned as follows:
1. Pioneers
At this introduction stage of the products, the producer wants to supply the product to customers and promote. To do so, it is necessary to identify the first consumers. After they have been identified, description and information of the products should be provided. Only then the customers decide to buy and use the new products. The same customers give information about such products to other groups.
2. Early adopters
Sub groups within the population of the consumers of target market who first use new products are called early adopters. Such group also can be called opinion leader. They buy products for the promotion of social level. Such group is also called group of the respected persons of the society.
3. Early majority
The sub group can take decision to buy new product at the development stage of product. Due to influence of the early adopters, this group uses new products before expected time. This group tries to buy products earlier, even by experimenting new products, than usual or other customers’ groups.
4. Late majority
The group who takes decision to buy new products only at the maturity stage of new products, is called late majority sub-group. This group is attracted towards new products only after getting under social pressure. This group also becomes as big as early majority.
5. Laggards
The sub group, who takes decision to buy new products at fourth stage only after the product has gone through three stages in market is called laggard group. This group buys the products when the price is decreased or discount opportunity is available. Such consumers maintain traditional culture. They use much lower percent of new products than the late majority consumers.
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| Product diffusion for different consumers' groups |
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