Laggards

Definition

Laggards are the final group of consumers to adopt a new product or innovation. They are the most skeptical and resistant to change, often waiting until a product has become mainstream and widely accepted before considering its adoption.

5 Must Know Facts For Your Next Test

1. Laggards typically have the lowest socioeconomic status, are the oldest in age, and are the most resistant to change among all consumer segments.
2. Laggards often require a significant amount of time and exposure to a new product before considering adoption, sometimes waiting until it is on the verge of becoming obsolete.
3. They are usually the most traditional in their thinking and are often suspicious of new technologies or innovations, preferring to stick with familiar products and methods.
4. Laggards are the most difficult segment for marketers to reach and persuade, as they are the least likely to be influenced by advertising or promotional efforts.
5. Understanding the characteristics and motivations of laggards is crucial for marketers to develop effective strategies for reaching and converting this segment, which can be a significant challenge.

Review Questions

• Describe the key characteristics of laggards in the context of the consumer adoption process for new products.
  • Laggards are the final group of consumers to adopt a new product or innovation. They are the most skeptical and resistant to change, often waiting until a product has become mainstream and widely accepted before considering its adoption. Laggards typically have the lowest socioeconomic status, are the oldest in age, and are the most traditional in their thinking, preferring to stick with familiar products and methods. They are the most difficult segment for marketers to reach and persuade, as they are the least likely to be influenced by advertising or promotional efforts.
• Explain how the characteristics of laggards impact the diffusion of innovations within a social system.
  • The characteristics of laggards, such as their resistance to change, traditional mindset, and low socioeconomic status, can significantly impact the diffusion of innovations within a social system. Laggards are the last to adopt new products or ideas, often waiting until they have become mainstream and widely accepted. This slow rate of adoption can slow down the overall diffusion of the innovation, as laggards may be reluctant to try new things or may not have the resources to do so. Additionally, the influence of laggards on their social networks can also impede the spread of new ideas, as their skepticism and resistance to change may discourage others from adopting the innovation.
• Analyze the challenges marketers face in reaching and converting the laggard segment, and discuss potential strategies they can employ to overcome these challenges.
  • Marketers face significant challenges in reaching and converting the laggard segment due to their resistance to change, traditional mindset, and low socioeconomic status. Laggards are the most difficult consumer group to persuade, as they are the least likely to be influenced by advertising or promotional efforts. To overcome these challenges, marketers may need to employ a multi-pronged approach. This could include targeting laggards through trusted community leaders or opinion influencers, emphasizing the practical benefits and compatibility of the product with their existing routines, and leveraging word-of-mouth and peer recommendations to slowly build acceptance within the laggard segment. Additionally, marketers may need to adjust their communication strategies to address the specific concerns and barriers that laggards face, such as providing extensive support and education to help them overcome their skepticism and resistance to new products or innovations.

Related terms

Innovation Adoption Curve: A model that categorizes consumers into five segments based on their willingness to adopt new products: innovators, early adopters, early majority, late majority, and laggards.

Late Majority:

The second-to-last group of consumers to adopt a new product, characterized by a high degree of skepticism and a need for the product to be well-established before considering adoption.

Diffusion of Innovations:

The process by which an innovation or new idea is communicated and adopted over time among the members of a social system.