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DIFFUSION AND INNOVATION (2.0) ((Market Mavens (Serve as consumer…
DIFFUSION AND INNOVATION (2.0)
Market Mavens
Serve as consumer influencer.
Like to shop and share shopping.
*Price doesn’t matter to them.
Change Leaders
Hi-Tech innovators
Two distinct group : Younger and Middle-age group
Opinion Leader
Ideas and behaviour of an individual serve as a model to others. Eg: Innovator
Techno-piles
Purchaser who purchase after market debut
Technically curious consumer
*Consumer are typically younger, educated and more affluent
Consumer innovator
The earliest purchaser of new product
High level of education, social interaction and social status compared to those who will adopt after them
Ationdop Process
Evaluation
Mental trial
Trial
Uses the product on limited basis
Interest
Show interest and search for more info
adaption or Reject
Decides to use or reject
Awareness
First exposure
Personality Traits
Used to differentiate consumer innovators and non innovators.
Optimum Stimulation Level
Social Character
Dogmatism
Consumer Innovativeness
Need for Uniqueness
Fashion system
CLASSIC
PEAK?
INTRO
FAD
INTRO,PEAK,DECLINE
TREN
INTRO
PEAK
DECLINE