Consumer Adoption Process

a)  Stages in the Adoption Process

1.  Awareness.   In this stage the consumer is alert of the new product but lacks further information regarding it.

2.  Interest.  The consumer is motivated to seek information regarding the new product.

3.  Evaluation.  The consumer finds out whether or not to try the new product.

4.  Trial.  The consumer tries the new product on a short scale to test its efficacy in meeting his or her requirements.  Trial may be imagined use of the product in some cases.

5.  Adoption.  The consumer decides to make use of the product on a usual basis.

b)  Individual differences in the adoption of innovations

1.  Innovators.  Innovators help obtain the product exposure but are not frequently perceived by the majority of potential buyers as usual consumers.

2. Early Adopters.  This group serves as choice leaders to the rest of the market.

3. Early Majority.   Some 34percent of the market that is the "typical consumer" but probable to adopt innovations a little sooner.

4. Late Majority.   This group is sceptical and adopts innovations just after most of the market has accepted the product.

5. Laggards.   This group is doubtful of change and adopts just after the product is no longer considered an innovation.