🛒Consumer Behavior Unit 14 – Adopting Innovations & New Products

Key Concepts

• Innovation adoption process consumers go through when deciding to purchase and use a new product or service
• Diffusion of innovations theory explains how new ideas, products, or behaviors spread through a population over time
• Adopter categories classify consumers based on their willingness and speed in adopting new products (innovators, early adopters, early majority, late majority, laggards)
• Product life cycle stages a product goes through from introduction to decline (development, introduction, growth, maturity, decline)
• Marketing mix strategies (product, price, place, promotion) tailored to each stage of the product life cycle
• Perceived attributes of innovations influence adoption rates (relative advantage, compatibility, complexity, trialability, observability)
• Consumer characteristics affecting adoption include personal innovativeness, opinion leadership, and demographic factors (age, education, income)
• Barriers to adoption can be functional (cost, complexity), psychological (perceived risk, resistance to change), or social (norms, cultural values)

Stages of Innovation Adoption

• Awareness stage consumers become aware of the new product or innovation through various channels (advertising, word-of-mouth, media coverage)
• Interest stage consumers seek more information about the product, its features, benefits, and potential drawbacks
  • They may research online, read reviews, or ask for opinions from friends and family
• Evaluation stage consumers assess whether the product meets their needs, preferences, and budget
  • They compare it to existing alternatives and consider the perceived value and risks
• Trial stage consumers test the product on a limited basis to gauge its performance and user experience
  • This can involve free samples, demonstrations, or short-term subscriptions
• Adoption stage consumers decide to purchase and use the product regularly, incorporating it into their lifestyle or routine
• Confirmation stage consumers seek reinforcement for their adoption decision and may advocate for the product to others
  • They provide feedback, write reviews, or engage with the brand on social media
• Rejection can occur at any stage if the consumer decides the product does not meet their needs or expectations

Consumer Characteristics Influencing Adoption

• Personal innovativeness an individual's willingness to try new things and take risks
  • Highly innovative consumers (innovators, early adopters) are more likely to adopt new products quickly
• Opinion leadership the degree to which an individual can influence others' attitudes or behaviors
  • Opinion leaders are trusted sources of information and can accelerate or hinder adoption
• Demographic factors age, education, income, and cultural background can affect adoption rates
  • Younger, more educated, and higher-income consumers tend to adopt innovations faster
• Psychographic factors personality traits, values, and lifestyle preferences can influence adoption decisions
  • Consumers who value novelty, convenience, or status may be more receptive to new products
• Social influences peer pressure, social norms, and network effects can drive or inhibit adoption
  • Consumers may adopt products to fit in with their social groups or avoid them to maintain their identity
• Perceived risk the uncertainty and potential negative consequences associated with adopting a new product
  • Types of perceived risk include financial, performance, social, and psychological risks
• Resistance to change the tendency to stick with familiar products or behaviors and avoid the uncertainty of new ones
  • This can be due to habit, sunk costs, or fear of the unknown

Marketing Strategies for New Products

• Product development creating innovative products that meet unmet consumer needs or improve upon existing offerings
  • This involves market research, concept testing, and iterative design based on consumer feedback
• Pricing strategies setting prices that balance the perceived value of the product with the target market's willingness to pay
  • Penetration pricing (low initial price to gain market share) or skimming pricing (high initial price for early adopters)
• Distribution strategies selecting the most effective channels to make the product available to the target market
  • This can include online (e-commerce, mobile apps) or offline (retail stores, direct sales) channels
• Promotion strategies communicating the product's benefits, features, and brand image to the target audience
  • Advertising, public relations, sales promotions, and personal selling are common promotional tools
• Targeting early adopters focusing marketing efforts on the most innovative and influential consumers
  • These consumers can provide valuable feedback, generate buzz, and accelerate diffusion
• Leveraging opinion leaders partnering with respected individuals or organizations to endorse the product and influence adoption
  • This can include celebrities, experts, or social media influencers in relevant fields
• Reducing perceived risk offering guarantees, warranties, or free trials to minimize the consumer's perceived risk of adoption
  • Providing clear information and support can also help alleviate concerns and build trust
• Creating network effects designing products that become more valuable as more people use them (social media platforms, online marketplaces)
  • Encouraging user-generated content, referrals, and community building can accelerate adoption

Diffusion of Innovations Theory

• Developed by Everett Rogers to explain how new ideas, products, or behaviors spread through a population over time
• Adoption curve a graphical representation of the cumulative percentage of adopters over time, typically following an S-shaped curve
• Adopter categories classify consumers based on their willingness and speed in adopting new products
  • Innovators (2.5%) the first to adopt, willing to take risks and try new things
  • Early adopters (13.5%) opinion leaders who carefully evaluate innovations and influence others
  • Early majority (34%) adopt just before the average, deliberate in their decisions
  • Late majority (34%) adopt just after the average, skeptical and cautious
  • Laggards (16%) the last to adopt, traditional and resistant to change
• Characteristics of innovations the perceived attributes of an innovation that influence its adoption rate
  • Relative advantage the degree to which an innovation is perceived as better than existing alternatives
  • Compatibility the degree to which an innovation is consistent with the values, experiences, and needs of potential adopters
  • Complexity the degree to which an innovation is perceived as difficult to understand or use
  • Trialability the degree to which an innovation can be experimented with on a limited basis
  • Observability the degree to which the results of an innovation are visible to others
• Communication channels the means by which information about an innovation is transmitted from one individual to another
  • Mass media channels (advertising, news) are effective for creating awareness
  • Interpersonal channels (word-of-mouth, social networks) are more influential for persuasion and adoption decisions

Barriers to Adoption

• Functional barriers practical obstacles that prevent or hinder adoption
  • Cost the price of the product may be too high for the target market
  • Complexity the product may be too difficult to understand, use, or maintain
  • Incompatibility the product may not fit with the consumer's existing habits, devices, or infrastructure
• Psychological barriers mental or emotional factors that discourage adoption
  • Perceived risk the uncertainty and potential negative consequences associated with adopting a new product
  • Resistance to change the tendency to stick with familiar products or behaviors and avoid the uncertainty of new ones
  • Cognitive dissonance the mental discomfort experienced when new information conflicts with existing beliefs or behaviors
• Social barriers cultural, normative, or interpersonal factors that inhibit adoption
  • Norms the unwritten rules or expectations that govern behavior within a social group
  • Cultural values the shared beliefs, customs, and practices that shape a society's preferences and priorities
  • Network externalities the value of a product depends on the number of other people using it, creating a barrier for early adopters
• Structural barriers systemic or institutional factors that limit access or availability
  • Regulations government policies, industry standards, or legal requirements that restrict the sale or use of certain products
  • Infrastructure the lack of necessary physical or technological systems to support the product (high-speed internet, charging stations for electric vehicles)
  • Distribution the product may not be available through the channels or locations that the target market prefers

Case Studies and Real-World Examples

• Apple iPhone revolutionized the smartphone industry with its innovative design, user interface, and app ecosystem
  • Targeted early adopters with a premium price and exclusive distribution through AT&T
  • Created network effects by encouraging third-party app development and leveraging the iTunes platform
• Tesla electric vehicles challenged the traditional automotive industry with their focus on sustainability, performance, and technology
  • Appealed to environmentally conscious and tech-savvy early adopters
  • Reduced perceived risk by offering generous warranties, over-the-air updates, and a network of Supercharger stations
• Airbnb disrupted the hospitality industry by enabling peer-to-peer home sharing on a global scale
  • Leveraged social proof and user reviews to build trust and reduce perceived risk
  • Targeted price-sensitive travelers and those seeking unique, local experiences
• Fitbit pioneered the wearable fitness tracker market, making health monitoring more accessible and engaging
  • Focused on simplicity, ease of use, and compatibility with existing devices and platforms
  • Encouraged social sharing and competition among users to drive adoption and retention
• Uber transformed the transportation industry with its on-demand, mobile-first ridesharing platform
  • Recruited early adopters as both drivers and passengers through referral programs and incentives
  • Overcame regulatory barriers by lobbying for favorable policies and forming partnerships with local authorities

Practical Applications

• Conduct thorough market research to identify unmet needs, consumer preferences, and potential barriers to adoption
  • Use surveys, focus groups, and ethnographic studies to gather insights and feedback
• Develop a clear value proposition that communicates the relative advantage and compatibility of the product
  • Highlight the unique benefits, features, and use cases that differentiate it from existing alternatives
• Design the product for simplicity, ease of use, and trialability to reduce perceived complexity and risk
  • Offer clear instructions, tutorials, and support to help users get started and troubleshoot issues
• Leverage opinion leaders, influencers, and early adopters to generate buzz and social proof
  • Provide exclusive access, discounts, or personalized experiences to incentivize them to share their feedback and recommendations
• Tailor the marketing mix (product, price, place, promotion) to the target market and stage of the product life cycle
  • Adjust pricing, distribution, and promotional strategies as the product moves from introduction to growth and maturity
• Monitor and respond to customer feedback, reviews, and social media mentions to identify and address any barriers to adoption
  • Use this feedback to inform product improvements, marketing messages, and customer support
• Measure and track key performance indicators (KPIs) related to adoption, such as awareness, trial, repeat purchase, and referral rates
  • Use this data to optimize marketing investments, product development, and resource allocation
• Foster a culture of innovation and continuous improvement within the organization to stay ahead of the curve
  • Encourage experimentation, risk-taking, and learning from failures to drive ongoing innovation and adoption