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Factors Affecting the Rate Of Diffusion
And Consumer Adoption
Of Newly Launched Products And Services
By Mausumi Mohanta
Consumer Adoption Process :
Process by which consumers learn about
New Products, Try them
Adopt Or Reject them.
• Characteristics of New-Product
• Consumers’ and Organizers’
Willingness to try new products
• Personal Influences
Factors Influencing Adoption Process :
Characteristics of The Innovation
Some products catch
on immediately,
Whereas Some Take
a long Time Gaining
Acceptance
Rate of Adoption of Innovation
• Compatibility
• Relative Advantage
• Complexity
• Divisibility
• Communicability
Characteristics of Innovation
Compatibility is the degree to
which the innovation
Matches the Values and
Experiences of Individuals.
Characteristics of Innovation
Relative Advantage is the degree to
which the innovation Appears
superior To Existing Products.
Characteristics of Innovation
Complexity is the degree to
which the innovation is relatively
Difficult to understand or to use.
Characteristics of Innovation
Divisibility is the degree to which the
innovation can be tried On a limited
basis.
Characteristics of Innovation
Communicability is the degree to
which the beneficial results of use are
Observable or describable to others.