Research proves that most people will not adopt an innovation without personally testing it first to see if it really “works”. The final stage is the adoption stage. Here the individual uses information that they have gathered in the interest and evaluation stages and with the outcome of the trial stage decides to adopt the innovation. At this point in the adoption process the individual not only adopts the innovation but embraces it for the future. There is, however, another possible stage to adoption process. After the individual adopts the innovation they may decide to reject it for whatever reason. This decision to reject the innovation after agreeing to adopt it is called discontinuance .
DBA 1722 NOTES 120 ANNA UNIVERSITY CHENNAI 4.21 STAGES IN ADOPTION PROCESS The length of time taken by a consumer from first exposure to adoption is called the adoption or innovation-decision period. It is important to note that when there are a larger number of people who have an influence on the purchase decision, the adoption period is longer. 4.22 ADOPTERS Now it is time to turn our attention to the adopters’ side of the diffusion process. Although this is not one of the four main elements of the diffusion of innovation it does have importance to the process. Like the innovations side, there are certain characteristics that break adopters down into categories, which help us understand who they are and how they consume. It is very clear that people adopt innovations at different times and for different reasons. An example of this for everyone who ever attended high school is fads.
NOTES 121 ANNA UNIVERSITY CHENNAI CONSUMER BEHAVIOUR Although fads are not necessarily innovations it is a good example to begin to see the idea of adopters. When a fad starts to become popular, not everyone is immediately involved. Only a few people adopt the fad in the beginning. As time goes by, more and more people adopt the fad until the majority is included. The point to be made with this example is not only do people adopt a fad at different a time, each group affects the following group. Also it is important to note that not everyone is involved. Complete adoption is not required for the diffusion process to work. There are five main categories of adopters. Innovators These are the risk takers. They are the ones who put themselves up in front. Generally they are well educated and have a high income to absorb a mistake. They are the smallest in size of only two and half percent. They enjoy the rush of taking a risk but they also are willing to accept the consequences of failure. Early Adopters This group are the next thirteen and a half percent. They are highly educated and wealthy like the innovators but are more visible and respected among their peers. Early adopters play a key role in the adoption process determining the time an innovation will be adopted by others and to what extent. Because of this reason they are the best target market for new innovations.
- Fall '13