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New Product Adoption & Diffusion Processes
New Product Adoption & Diffusion Processes
MMII
What is Innovation?
an idea, practice or object that is perceived as new a technological innovation which can be hard ware consisting of tool that embodies the technology as a material or physical object , or software consisting of information base for the tool
Diffusion is the process by which an innovation is communicated through certain channels over time.
Adoption process The consumer decision stages that lead to innovation acceptance/rejection
CONFIRMATION
IMPLEMENTATIONS
Nonadopters
Refuse to change
Communication Flows
Two-Step Flow of Communication
COMPANY MESSAGE
OPINION LEADERS
TARGET AUDIENCES
Positions of Status
OPINION LEADER - one who occupies a position of
informal influences over the attitudes and overt behavior of others. Opinion leadership is earned not assumed.
Actively seeks
Innovators
Early adopters
Early majority
Potential target audiences