Decision Making Adoption Process

The focus of this process is the stages through which an individual consumer passes to arrive at a decision to try, to continue or to discontinue using, a new product.

On purchasing high capital goods consumers pursue an extensive information search. Adoption begins with awareness, leading to interest and evaluation. A more general decision-making model is:

• Knowledge - consumers are exposed to the product
• Persuasion - form favourable attitude
• Decision - engage to adopt the product or reject their innovation
• Implementation - put the product to use
• Confirmation - consumers seek reinforcement for their decision

The rate of adoption is how long it takes for a new product to be adopted through the social system. The adopter categories are:

• Innovators 2.5% - venturesome, very eager to try new ideas
• Early adopters 13.5% - opinion leader, respect from their peers, person to check with before purchasing
• Early majority 34% - Deliberate, adopt ideas later than average time
• Late majority 34% - Sceptical, purchase because of economical necessity
• Laggards 16% - traditional, last person to adopt an innovation

The quickest and surest way to get your product adopted is to target the innovator/opinion leader.

Innovators possess purchase and usage traits that set them apart. They are likely to be:

• Less brand loyal
• Deal-prone - take advantage of special promotional offers
• Tend to be heavy users of the product category in which they are innovators

How to Target Innovators

• Innovators/opinion leaders have a greater than average exposure to magazines and watch less television than non-innovators - advertise in their special interest niche magazines.
• Innovators/opinion leaders are deal-prone, so it's best to use sales promotion with special offers and integrate the campaign with the personal sales staff.
• Innovators/opinion leaders are more socially integrated into the community and better accepted - use sponsorship marketing with the innovator involved as a testimonial.
• Innovators/opinion leaders have a high income with tertiary education and normally hold managerial positions - use mass media magazines such as Engineering News, Finance Week and Leadership.
• Innovators/opinion leaders are generally very good in time management so time is of the essence - exhibitions and roadshows are an excellent way to attract their attention with demonstrations of the particular service or goods.