ADOPTION PROCESS

Presented by:
Mohamed febil n a
1hk09mba22
 The stages through
which an individual
consumer passes in
Adoption arriving at a decision
Process to try (or not to try),
to continue using (or
discontinue using) a
new product.
Stages in the New Product Adoption
Process

 Adoption process:
 the mental process through which an individual
passes from first hearing about an innovation to
final adoption
 Consists of 5 Stages (These are exactly as they
indicate):
 Awareness
 Interest
 Evaluation
 Trial
 Adoption
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Stages in the Adoption Process
 Figure 15.11 An Enhanced Adoption
Process Model

Discontinuation or
Rejection
Rejection

Evaluation

Pre- Adoption
existing Awarenes Interes Evaluatio or
Trial
problem or s t n Rejectio
Need n

Adoption or
Postadoption
Rejection
or
Postpurchase
Evaluation
Discontinuation
Adoption of Innovations
Percentage of Adopters

Early Majority Late Majority

Innovators

Early
Adopters 34% 34% Laggards

13.5% 16%
2.5% Time of Adoption
Early Late