As marketing managers, you want to know what percentage of your customers are persuadable Rate of Product Adoption – Rogers theory • the extent to which a product has been adopted by the people who will use the product at some point when we talk about a product being adopted, we are talking adoption by someone means that a person is using the product on a regular basis ie. I have a large flat screen tv in my room. Therefore, I am one of those people who have adopted flat screen tvs • rate of adoption o there are some people that will never use a product, we don’t use them in the calculations o calculates how many consumers who would ever use the product are actually using the product o how quickly are we going to go from no one using it to everyone using it o why do we care? § There is a big difference between me launching a product and everyone using it 60 days later than me launching and everyone using it 60 years later § how soon we will reach that threshold (adoption) ú how quickly will they adopt? o there has been a lot of research on it § Frank Bass – Bass model ú One of the earliest model of product diffusion ú if you know the ultimate market size and the quotient of innovation and quotient and imitation, you can estimate the shape of the curve ú innovation • use the product without influence from others ú imitation • those who use the product after seeing other people using Roger’s Theory We can look at the product itself. If we can recognize the 5 factors – relative advantage, compatibility, complexity trialability, observability •
Relative advantage o What is the relative advantage of this new product to the old way o the greater the relative advantage, the more quickly the product will be adopted into the marketplace o more painful to lose a dollar than pleasurable to gain a dollar § a product needs to have more than a relative advantage ú you need 2-3 x better than the old way • compatibility o not technical compat o the extent to which the new product is compatible to the benefits we got from the old product o the more compatible - doesn't need a lot of change on my end- the more quickly it will be adopted • complexity o the more complicated/complex the product, the slower the rate of adoption o if its hard to understand, steep learning curve, à slower adoption • trialability o extent we can try the product and observe the benefits o try it out in a way where you can actually experience the benefits myself o faster we can try, faster adoption rate o it’s one thing to read about something. IT’s another thing to experience it yourself or at least observe it • observability o the more quickly we can observe the benefits (don’t have to experience it