DIFFUSION AND INNOVATION (2.0) (Ationdop Process (Awareness (First…
DIFFUSION AND INNOVATION (2.0)
Used to differentiate consumer innovators and non innovators.
Need for Uniqueness
Optimum Stimulation Level
adaption or Reject
Decides to use or reject
Show interest and search for more info
Uses the product on limited basis
The earliest purchaser of new product
High level of education, social interaction and social status compared to those who will adopt after them
Purchaser who purchase after market debut
Technically curious consumer
*Consumer are typically younger, educated and more affluent
Ideas and behaviour of an individual serve as a model to others. Eg: Innovator
Two distinct group : Younger and Middle-age group
Serve as consumer influencer.
Like to shop and share shopping.
*Price doesn’t matter to them.