LECTURE #15

TOPIC
CONSUMER ADOPTION
PROCESS
 By adoption
we mean, he becomes a
regular buyer and user of
the product.
STAGES OF CONSUMER
ADOPTION PROCESS
• AWARENESS
• INTEREST
• EVALUATION
• TRIAL
• ADOPTION
FACTORS INFLUENCING
THE ADOPTION PROCESS
 PEOPLE DIFFER IN
READINESS TO TRY NEW
PRODUCTS
PERSONAL INFLUENCE
PLAY A KEY ROLE
CHARACTERISTICS OF
THE INNOVATION
AFFECTS THE RATE OF
ADOPTION
 The following things are
considered

1. Relative advantage

2. Compatibility
3. Complexity

4. Divisibility
Other things, which influence
adoption are:

• Social acceptability
• Scientific acceptability
• Cost and certainty