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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
