Everett Rogers, an american sociologist and communication theorist introduced the Diffusion of Innovation (DOI) theory in 1962. It seeks to explain how, why, and how quickly a good, service, or process spreads among a population or social system. In other words, the diffusion of innovation accounts for how quickly new concepts and technologies grow. Marketers frequently utilise the diffusion of innovation theory to determine how quickly consumers are likely to accept a new goods or services. A new concept, service, or product is not immediately adopted by everyone in a social system; this is not an overnight phenomenon. Consumers who absorb innovations early than those who adopt them later exhibit different behaviours, according to study. Therefore, it’s crucial for marketers to comprehend the traits of each sector that may either facilitate or impede the acceptance of an innovation. There are five groups of adopters according to the theory of innovation diffusion. Innovators are those people who desires to adopt the new innovation first and want to be the trend setters. Secondly, there are early adopters Individuals who readily accept change and adopt novel concepts. Third ones are the early Majority Individuals who adopt new technologies before the general population. Before this category will adopt the innovation, though, there must be proof that it works. The late majority is characterised by those who are resistant to change and who won’t adopt a new idea until the majority of people have accepted and used it. The last ones are the laggards those who are particularly conventional and conservative are characterised by the fact that they adopt new technology last. The most difficult group to market to is this one. The further elaboration maybe defined as People who are innovators want to be the first to use new goods or services. They are willing to take risks, unaffected by prices, and able to deal with a high level of uncertainty. Any new product or service needs innovators in order to succeed since they aid in its acceptability by the market. People who spend the night outside a theatre in order to buy tickets for the first showing of a movie, for instance, are regarded as innovators. Early adopters often wait until the product or service has received several reviews before making a purchase because they are not quite as risk-taking as innovators. Early adopters are typically looked up to as role models within their social systems and are referred to as “influencers” or “opinion leaders.” They are crucial to achieving “critical mass” in the distribution of a good or service. As a result, if a product or service has a limited number of early adopters, its overall adoption rate is also likely to be modest. Early adopters are those who wait a few days and take some time to study reviews before attending to the movies. 34% of the market is made up of early majorities. Early majority often wait until a good or service has been tried out by a dependable peer before taking risks. These people are sensible and prefer to invest in tried-and-true products. For example early majority are the people who watch a movie after it has been out for a few days. Late majority also account for 34% of the market, which is a sizeable portion. The largest group of consumers to enter the market is the late majority. They are categorised as conservative and frequently exhibit technical reticence, extreme cost sensitivity, scepticism, and caution while making purchases. For Example Late majorities are those who wait for a movie to be made available online or on Netflix.weeks, received favourable reviews, and generated revenue at the box office Late majority are moreover frequently persuaded by their peers to buy the good or service. Laggards are those that adopt a new good or service last. Since they detest change, they can continue to depend on conventional goods and services until they are no longer offered. In other words, companies usually wait until they are almost compelled to accept new technologies. For Example When a popular film airs on network TV, laggards might eventually see it. Late majorities are those who wait for a movie to be made available online or on Netflix.
This Writer is a Student of M.Phil in Mass Communication and A Writer by Choice
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