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How do potential customers learn about new product ,try them and adopt or reject them?Anyway, adoption is an indivisul's decision to become a regular user of a product.The consumer -adoption process is later followed by the consumer-loyalty process,which is the concern of the established producer.Years ago,new-product mareketers used a mass-market approach to lauch products.This approoach has two main drawbacks.:its called for heavy marketing expenditures and it it involved many wasted exposures.These drawbacks leds to a second approach ,heavu user target marketting.This approach makes sence provided that heavy users are identifyable and are early adopters.However even within the heavy -user group ,many heavy users are loyal to existing brands.New product marketers now aim at consumers who are early adopters.

The theory of innovation diffusion and consumer adoption helps marketers identify early adopters.

stages in the adoption process

An innovation is any good service or idea that is perceived by someone as new.Innovations take time to spread through the social system.Rogers define the innovation diffusion process as " the spread of new idea from its source of inventionor creation to its ultimate users or adopters.

Adopters of new products have been observed to move through five stages:

1. Awarness- The consumer becomes aware of the innovation but lack information about it.


2. Interest-The consumers id stimulated to seek information about the innovation.


3. Evalution-The consumers consider whether to try the innovation.


4. Trial-The consumers try the innovation to improve his or her estimate of its value.


5. Adoption-The consumers decides to make full and regular use of the innovation.