Factors AffectingCONSUMER ADOPTION

OF New Products

Steps in

Consumer Adoption….

Awareness…

Interest…

Evaluation…

Trial…

Adoption…

Factorsinfluencing

Consumer Adoption….

Readiness to try new products

And Personal Influences

Factor 1

Based on Readiness to try new productsConsumers are divided into :

• INNOVATORS

• EARLY ADOPTERS..

• EARLY MAJORITY..

• LATE MAJORITY..

• LAGGARDS…

Personal Preferences…

Effect one person has over another persons attitude...

Characteristics Of

Innovation

Factor 2

• Relative Advantage

Original Product Low/no Rel. Advantage High Rel. Advantage

• Compatibility

• For a guy in texas ?Compatible• For a guy in Wisconsin? Not Comaptible

• Complexity…

Relatively Simple..Very complex.. Very simple..

• Divisibility…

Divisible..Not Divisible..

The degree to which an innovation may be sampled or tried out...

• Communicability…

Communicable....Not communicable..

OrganisationsReadinessTo Adopt

Innovation

Factor 3

RECAP

Factors Affecting Adoption

• Readiness to try New products

• Characteristics of the Innovation

• Organisations ’readiness to adopt innovation

Thank You !

Chandra Has Dondapati