Adoption of New Innovations Essay

Consumers go through five stages in the process of adopting a bran- sassy fruit 1. Awareness The consumer becomes aware of the new product, but lacks information most it. 2. Interest The consumer seeks information about the new product. 3. Evaluation The consumer considers whether trying the new product makes sense. 4. Trial The consumer tries the new product on a small scale to improve his or her estimate its value. 5. borrowing The consumer decides to make full and regular lend oneself of new product. This model suggests that the new-product marketer should think about how to help consumers move through these stages.Individual differences in Innovativeness People differ greatly in their readiness to try new products. In each product area, there are consumption pioneers and early adopters. Other individuals adopt new products much later. Time of Adoption of New Innovations The five adopters groups have differing values. Innovators are venturesomethey try new ideas at some risk. former(a) adopters are guided by respectthey are opinion leaders in their communities and adopt new ideas early but carefully. The early legal age is deliberatealthough they rarely are leaders, they adopt new ideas forwards average person.The late majority is skepticalthey adopt an intention only after a majority of people have tried it. Finally, laggards are tradition boundthey are suspicious of changes and adopt the innovation only when it has become something of a tradition itself. This adopter classification suggests that an innovating firm should research the characteristics of innovators and early adopters and should range marketing efforts toward them. In general, innovators tend to be relatively younger, better educated, and higher in income than later adopters and non-adopters.