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Adoption Process 2
Adoption Process 2
TIME
CONFIRMATION IMPLEMENTATION
Steps in
the
Adoption
Process
Variations from the
Normal Adoption Curve
The Dif fus ion Proces s …
has identi fi ed adopter
typol ogi es that are linked to
marketi ng strategi es.
2.5% Innovators
■ Nonadopters
– Refuse to change
No
way!
Diffusion of innovation research traces the
spread of product acceptance across its
productMarket
life cycle
Market Market Sales
Introduction Growth Maturity Decline
Total Industry
Sales
Total Industry
Profit
$0
Time
–
Stage customers:
is influenced by…
Potential target
audiences