Explain the five stages that adopters of new products move through. Then consider the following scenario: Markus comes back to his dorm room from a night out shooting pool and is excited about a new brand of rye beer he heard about. He thinks it sounds interesting. His roommate, Paul, tells him the brand name is Redhook Rye and it's available at Taco Mac, but he hasn't decided whether he wants to try it yet. A visitor, Allison, says that since her first swallow it's the only beer she drinks. Johnny has heard the commotion and is now standing in the door of the room. He says he tried it once and thought it tasted awful. Now indicate which stage of the adoption process each of the above participants is in.
Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 11,12, and 13, Pages 307-405. MBA
Five Stages are:
Innovators: Members of this group include in-the-know consumers who are willing to take a risk on a new product. Innovators represent the first 2.5% of people to adopt a new product.
Innovators either have a pressing need, or are wealthy enough not to worry too much if the product doesn't work. They'll most likely be knowledgeable and self-confident and (if they're to be influential) may be people that ...
Explain the five stages that adopters of new products move through.