The focus of this process is the stages through which an individual consumer passes to arrive at a decision to try, to continue or to discontinue using, a new product.
On purchasing high capital goods consumers pursue an extensive information search. Adoption begins with awareness, leading to interest and evaluation. A more general decision making model is:
* Knowledge - .consumers are exposed to the product * Persuasion - form favourable attitude * Decision - engage to adopt product or reject their innovation * Implementation - put the product to use * Confirmation - consumers seek reinforcement for their decision.
The rate of adoption is how long it takes for a new product to be adopted through the social system. The adopter categories are: * Innovators 2.5% - venturesome - very eager to try new ideas * Early adopters 13.5% - opinion leader, respect from their peers, person to check with before purchasing * Early majority 34% - Deliberate - adopt ideas later than average time * Late majority 34% - Sceptical, purchase because of economical necessity * Laggards 16% - traditional, last person to adopt an innovation
The quickest and surest way to get your product adopted is to target the innovator/opinion leader. Innovators possess purchase and usage traits that set them apart. They are likely to be; Less brand loyal Deal-prone - take advantage of special promotional offers Tend to be heavy users of the product category in which they are innovators. How to target Innovators * Innovators /opinion leaders have a greater than average exposure to magazines and watch less television than non-innovators - advertise in their special interest niche magazines. * Innovators /opinion leaders are deal-prone, so its best to use sales promotion with special offers and integrate the campaign with the personal sales staff. * Innovators /opinion leaders are more socially integrated into the community and better accepted - use sponsorship marketing with the innovator involved as a testimonial. * Innovators /opinion leaders have a high income with tertiary education and normally hold managerial positions - use mass media magazines such as Engineering News, Finance Week and Leadership. * Innovators /opinion leaders are generally very good in time management so time is of the essence - exhibitions and road shows are an excellent way to attract their attention with demonstrations of the particular service or goods.