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