We accept

The Background Of The Adoption Process Marketing Essay

From the consumer behaviour perspective evaluate; how individuals undergo this technique, and what are the factors motivating and discouraging invention adoption. (3) From a marketer's point of view assess; what marketers can do to ensure development adoption, and speed up this technique. (4) Discuss what Google should do to avoid the rejection of its new Yahoo A glass product (see http://www. youtube. com/watch?v=9c6W4CCU9M4) when it's launched on the market; (5) and what marketing strategies the business should apply to improve the rate of its adoption.

New products and styles termed inventions constantly enter the market. An innovation is any service or product that is recognized to be new by consumers. These services or services arise in both consumer and industrial adjustments. If an innovation is prosperous, it spreads throughout the population. First it is bought and/or utilized by only a handful of individuals and then more consumers choose to take up it until a the greater part have eventually attempted and bought the advancement.

A consumers adoption of your innovation may resemble the decision making sequence where a person moves through the phases of awareness, information search, analysis, trial and adoption, even though relative importance of eat stage may differ depending how much has already been known about a product as well as social factors which could affect peoples determination to try new things.

The Adoption Process (also known as the Diffusion of Development) is more than forty years old. It had been first defined by Bourne (1959), so it has stood the test of time and remained an important marketing tool ever since. It explains the behavior of consumers as they purchase services and services with a set of individual categories; innovator, early adopter, early bulk, late bulk and laggards.

Innovators are the first to look at and display behavior that demonstrates that they likely to want to be ahead, and be the first ever to own services, well before the common consumer. They are generally not taken really by their peers and they habitually buy products that do not make it through the first stages of the product life cycle which may be best described as the stages through which a product progresses in the marketplace through 4 main levels; introduction, acceptance, progress, and maturity.

Early adopters are usually also quick to buy services and services, and are also key opinion leaders with the neighbours and friends as they tend to be amongst the first ever to get hold of items or services.

The early bulk are the ones who turn to the innovators and early bulk to see if a fresh product or idea works and begins to stand the test of time. They stand back watching the activities of others, and then there is a abrupt surge of mass purchases.

The late bulk tends to buy the product later than the average person. They can be slower to catch to the popularity of new products, services, ideas, or solutions. There continues to be mass consumption, but little by little it begins to diminish.

Finally, laggards have a tendency to be very late to take on board new products and include the ones that never actually adopt at all. Here you can find little to be made from this group of consumers.

Initially Yahoo may expect for only an inferior group of well learned and economically well off people of a certain years to buy into their Google glass development. The first adopters then buy the product and have a tendency to be a goal for the marketing department seeking to get an early stranglehold on the market. The early bulk are those who find themselves marginally ahead of the trend accompanied by the late bulk and last but not least laggards.

It can be difficult to see how Google Glass will fare without a watertight aspect of market research and through product testability between other things. As the adoption process is seen as a mental process through which an individual passes from first reading about an advancement to final adoption, recently created products, especially technology akin to Google Glass takes a very unique selling point to make it stand out to any potential consumers. The five main product characteristics; comparative advantage, compatibility, intricacy, divisibility and communicability can be especially crucial to a user implementing a fresh product.


Google's glass project is not an entirely new concept nonetheless they may be the first to perfect the idea of wearable mobile technology. Along with the fleeting reputation, big financial resources and market leading employees they have, the means is there to truly have a sizable adoption of their product.

There are however, other things to consider that can own an effect on the adoption process. Modifying to change is an integral factor especially in the case of something like Google A glass. Change is something we all state to want however when it comes to readiness of seeking a completely new product it there will still always be some degree of hesitation. Consumers do tend to are different in their strategy towards change. Some differ in implementing new fashion, some in adopting new tastes plus some differ in implementing new technology no matter how groundbreaking it might potentially be. This is refereed to as adoption culture. As mentioned previously, following early on adoption, usage is increased and even more adopters follow suit.

Google has never been a design-forward company, revolutionising our lives through software design. Instead, they've achieved their ascent through creating products with organic intellectual magnetism using groundbreaking manufactured intelligence to fuel search, sensible mapping systems for unparalleled navigation, and market leading cordless syncing applications that allow worldwide remote control project collaboration. Therefore Google has always been viewed as the drivers of smart intuitive technology.

Conventionally there are several prerequisites for successful adoption - Comparative advantage, compatibility, intricacy, trailability and observability.

Relative benefits is the scope to which a consumer considers a certain attribute of a fresh service or product to be much better than the characteristics of products of an identical nature. If a consumer sees components of the new product to be much better than incumbent ones, then this is seen as positive consumer perception. This result can be magnified especially where view leaders are worried.

There is a primary correlation between positive relative advantage and the rate of adoption. The more a consumer considers certain characteristics of Yahoo wine glass to be better than that of a rival wearable computer technology supplier then your rate of adoption will be reached inside a faster timeframe.

Relative disadvantage such as extortionate price or steep product learning curve will have the opposite effect thus a negative impact of the adoption rate.

Compatibility is viewed as consumer perception of a new product in regards to to the person's lifestyle options. When the product complements the needs of the individual as well as values, and consumptions habits, the product is reported to be highly attuned to the buyer.

Complexity is the point to which the consumer considers the merchandise to have a steep learning curve to use. If the merchandise has a high level of complexity it will have a lesser degree of adoption. This could be the truth with Google cup. Despite it Google rendering it seem relatively simple to operate in their promo video (http://www. youtube. com/watch?v=9c6W4CCU9M4) it is undoubtedly a complicated device in the manner it is designed and it could make sure to need a certain degree of nous to use and when it comes to maintenance/updating. Naturally Google can combat this by offering step-by-step video tutorials to help ease such concerns.

Trialability ascertains if the recently innovated product can be used for limited time frame prior to the consumer parts using their hard eared money. If so, the adoption rates will probably increase significantly. Trialability is instrumental in reducing the consumer's perceived risk of purchasing the product. By allowing potential consumers to check the merchandise before buying it, it would demonstrate self-confidence in the grade of the product. For a firm like Yahoo, this is one of these forte's. Prior to launching many of their products in the past they have managed events and exhibitions where they may have allowed such available testing with their new products. Not only will it provide assurances of product quality but it can also help build rapport with consumers as well experts within the industry who is able to in future attest to their products.

Lastly there is certainly observability which is the amount to which a potential consumer can take notice of the innovation and determine its positive result. The greater the results are felt, the greater apparent the effects are to the consumer. The simpler it is for individuals to see the positives of the merchandise, the higher the pace of adoption.

On the complete, innovations that are felt to have greater relative advantages, compatibility, trialability, and observability while having less difficulty, will be adopted more quickly than innovations that are not.

More than 7 000 students trust us to do their work
90% of customers place more than 5 orders with us
Special price $5 /page
Check the price
for your assignment