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    Adoption & Diffusion Concept

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    Divyansh Verma
    The document discusses the diffusion of innovation, which is the process by which an innovation is adopted by members of a social system over time. It involves four main elements: the innovation itself, communication channels, the social system, and the factor of time. The document outlines the different types of innovations, factors affecting adoption, channels of communication, characteristics of a social system, the adoption process consumers go through, and how consumer innovativeness and the rate of adoption are determined.

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    Adoption & Diffusion Concept

    Uploaded by

    Divyansh Verma
    25 views11 pages
    The document discusses the diffusion of innovation, which is the process by which an innovation is adopted by members of a social system over time. It involves four main elements: the innovation itself, communication channels, the social system, and the factor of time. The document outlines the different types of innovations, factors affecting adoption, channels of communication, characteristics of a social system, the adoption process consumers go through, and how consumer innovativeness and the rate of adoption are determined.

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    The document discusses the diffusion of innovation, which is the process by which an innovation is adopted by members of a social system over time. It involves four main elements: the innovation itself, communication channels, the social system, and the factor of time. The document outlines the different types of innovations, factors affecting adoption, channels of communication, characteristics of a social system, the adoption process consumers go through, and how consumer innovativeness and the rate of adoption are determined.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    25 views11 pages

    Adoption & Diffusion Concept

    Uploaded by

    Divyansh Verma
    The document discusses the diffusion of innovation, which is the process by which an innovation is adopted by members of a social system over time. It involves four main elements: the innovation itself, communication channels, the social system, and the factor of time. The document outlines the different types of innovations, factors affecting adoption, channels of communication, characteristics of a social system, the adoption process consumers go through, and how consumer innovativeness and the rate of adoption are determined.

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    © All Rights Reserved
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    of 11

    Adoption and Diffusion

    of Innovation

    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur


    THE DIFFUSION OF INNOVATION

     Diffusion of Innovation is the macro process by which the


    acceptance of an innovation takes place among the members of
    a social system, over time.
     This process include four elements :-

    ▪ Innovation :- new product, new service, new idea.


    ▪ Channels of Communication :- informal or formal, impersonal or
    personal groups.
    ▪ Social System :- a market segment
    ▪ Time.

    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur


    INNOVATION
     An idea, product, practice or object perceived as new by
    consumers.

     Types of Innovation
    ▪ Discontinuous Innovation
    ▪ Dynamically Innovation
    ▪ Continuous Innovation

    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur


    TYPES OF INNOVATION
    Low
    Degree of Behavioral Change Required

    Continuous
    Innovation
    e.g. Cell
    Phone with
    Camera
    Moderate
    Dynamically
    Continuous
    Innovations
    e.g. Cell
    Phone

    High
    Discontinuous
    Innovation
    e.g.
    Telephone

    Rare Infrequent Frequent


    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur
    Frequency of Occurrence
    FACTORS AFFECTING INNOVATION
    ADOPTION
     Relative Ad vantage – It is the degree to which potential
    customers perceive a new product as superior to existing
    substitutes.
     Compatibility – It is the degree to which potential consumers feel
    a new product is consistent with their present needs, values, and
    practices.
     Complexity – It is the degree to which a new product is difficult
    to understand or use.
     Trial ability – It is the degree to which a new product can be tried
    on limited basis.
     Observability (communicability) – It is the ease with which a
    product’s benefits or attributes can be observed, imagined, or
    described to potential consumers.

    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur


    CHANNELS OF
    COMMUNICATION
     Marketers to Consumers
     Among Consumers
     Product dedicated websites
     Company websites
     Product related magazine and journals
     Consumer shows, exhibitions and fairs
     TV shows dedicated to innovations
     SMS sponsored television programmes
     Beauty pageants
     National level awards and game shows

    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur


    SOCIAL SYSTEM
     A set of inter-related units that are engaged in joint problem
    solving to accomplish a common goal
     Each social system has a social hierarchy and communication
    network
     Types
    ▪ Traditional
    ▪ Modern

    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur


    TIME
     Time has a bearing on
    ▪ The adoption process
    ▪ Innovativeness of the consumers
    ▪ The innovation’s rate of adoption

    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur


    ADOPTION PROCESS
    The innovation adoption process consists of five stages through
    which potential consumers pass in attempting to arrive at a decision
    to try or not to try a new or innovative product. The five stages are:
    ▪ Awareness – The consumer becomes aware that an innovation
    exists.
    ▪ Interest – The consumer becomes interested in the innovative
    product or service.
    ▪ Evaluation – The consumer undertakes a “mental trial” of the
    innovation.
    ▪ Trial – The consumer tries the innovation.
    ▪ Adoption/Rejection – If satisfied, the consumer decides to
    use the innovation repeatedly.

    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur


    AN ENHANCED MODEL OF
    ADOPTION PROCESS
    Venturesomeness and
    Consumer Innovativeness Pre-existing Need interest in Product Category
    Rejection or postponement

    Awareness
    Evaluation

    Interest

    Trial

    Adoption Rejection

    Post Adoption
    Continued Later
    Evaluation
    Rejection Adoption

    Continued Discontinuance
    Adoption

    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur


     Consumer’s Innovativeness
    ▪ It is the degree to which an individual or adoption units adopts a new
    id ea as compared to other members of the system. So som e consum ers
    are more innovative than others.
    ▪ Five adopter categories -
    ▪ Innovators ( 2.5 % )
    ▪ Early adopters (12.5 % )
    ▪ Early majority ( 35 % )
    ▪ Late majority (35 % )
    ▪ Laggards ( 15 % )
     Rate of Adoption
    ▪ The speed with which an innovation spreads within the social system
    ▪ Depends upon
    ▪ Type of innovation
    ▪ The product category

    December 15, 2020 Adarsh Gahlaut, Asst. Prof., SIMT Kashipur

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