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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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