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  • Diffusion and Adoption

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    Anup Verma
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    The diffusion process describes how innovations spread through a market via communication between members and how they are eventually adopted. An innovation's diffusion depends on factors like its relative advantage, compatibility, complexity, ability to be tested, and observability. The diffusion process involves different categories of adopters from innovators to laggards and is influenced by consumers' awareness, comprehension, attitudes, perceptions of legitimacy, trials, and final adoption of the new product or features. Marketers must understand diffusion to effectively spread innovations.

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    The diffusion process describes how innovations spread through a market via communication between members and how they are eventually adopted. An innovation's diffusion depends on factors like its relative advantage, compatibility, complexity, ability to be tested, and observability. The diffusion process involves different categories of adopters from innovators to laggards and is influenced by consumers' awareness, comprehension, attitudes, perceptions of legitimacy, trials, and final adoption of the new product or features. Marketers must understand diffusion to effectively spread innovations.

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    © All Rights Reserved
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    9 views6 pages

    Diffusion and Adoption

    Uploaded by

    Anup Verma
    The diffusion process describes how innovations spread through a market via communication between members and how they are eventually adopted. An innovation's diffusion depends on factors like its relative advantage, compatibility, complexity, ability to be tested, and observability. The diffusion process involves different categories of adopters from innovators to laggards and is influenced by consumers' awareness, comprehension, attitudes, perceptions of legitimacy, trials, and final adoption of the new product or features. Marketers must understand diffusion to effectively spread innovations.

    Copyright:

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    of 6

    Diffusion process

    Diffusion process is concerned with how innovations spread and


    how they are assimilated within a market
    How the acceptance of an innovation is spread by
    communication to members
    Marketer needs to understand the diffusion process so the spread
    of the new item can be managed to get the optimum benefit
    Diffusion concept starts with the innovation
    Consumers perception of the innovation and new features
    has to be positive

    Categories of innovation
    Continuous innovation
    Dynamically continuous innovation
    Discontinuous innovation

    Different kind of adopters


    Innovators
    Early adopters
    Early majority
    Late majority
    Laggards

    Characteristics that influence


    diffusion
    Relative advantage
    Compatibility
    Complexity
    Trialbility
    Observability

    The acceptance and continued use of a product or brand


    by an individual is referred to as adoption
    Rate of diffusion depends on the following characteristics
    1. Awareness
    2. Comprehension
    3. Attitude
    4. Legitimisation
    5. Trial
    6. Adoption

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