Adoption Process Group Number 7

8/8/2019 Adoption Process Group Number 7

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Group Members :Group Members :

M JUNAID KAHLIDM JUNAID KAHLID

HUMA QAISARHUMA QAISARKOMAL IQBALKOMAL IQBALMUJAHID ABBASIMUJAHID ABBASI

HASEEB BAIGHASEEB BAIG


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Adoption :It is the individual s decision to become a regular userof a product.

Adoption Process :

Is the mental and behavioral procedure an individualconsumer goes through when learning about andpurchasing a new product.


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Brief Histo ry Of Ma rket :y Y ears ago new-product marketers used a mass

market approach to launch products. It called for

heavy marketing expenditures and it wasted many exposures.y Second approach used by early marketers was

heavy-user target marketing. This approach makessense, because heavy users are identifiable and areearly adopters. It was also known as theory of Innovation Diffusion.


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S tages of Adoption P rocess :1. AWARENESS The consumer becomes aware of

the innovation but lacks information about the

innovation.2. INTEREST The consumer is stimulated to see

information about the innovation.3. EVALUATION C onsumer considers whether to

try the innovation.4. TRIAL - The consumer tries the innovation to

improve his or her estimate of its value.


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5. ADOPTION

The consumer decides to make full andregular use of the innovation.


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OVERVIEW OF ADOPTION

PROCESS :B ecoming aware of the New Product.Seeking information about the New Product

Developing favorable attitudes towards theNew Product.

Trying the New Product in some Direct orIndirect way.

F inding Satisfaction in the trial.A dopting the product in to a standing usage orre-purchase pattern.


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CATEGORIES OF ADOPTERS :y INNOVATORS

C onstitute 2.5% of the target market.F

irst consumers to buy a new product.B rave People, Venturesome, willing to accept risk,socially aggressive, communicative and cosmopolitannature.

y EARLY ADOPTERSForms 13.5% of the target market.They enjoy leadership, Prestige, and respect the early purchase bring, respectable people.Try out new ideas in a careful way.


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y EARLY MAJORITY - C areful people but accept change more quickly than

the average people do.- They have status in their social class and are outgoing.- C ommunicative, attentive to information etc.,- F orms 34% of the target market.

y LATE MAJORITY - F orms 34% of the Target Market.- Will use new ideas or products only majority using it.

Skeptic People.- Less C osmopolitan, responsive to change.- Includes people with lower economic and social status.


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y LAGGARDS- Traditional People

- Love to stick to Old Ways .- C ritical about new ideas and will only accept if the idea ( new ) has become mainstream.

- Forms 16 % of the Target Market.

- Price conscious- Suspicious of C hange.- People of Low income group and status.- C onservative- Do not adopt a product until it reaches maturity.


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Documents

Adoption Process Group Number 7