Diffusion and Adoption of Innovation

Sumit Bora

“ It is a process by which an innovation is communicated through

certain channels over time among the participants in the social

system.”

Diffusion of innovation

1. Nature of diffusion: continuous, Dynamically continuous or discontinuous innovation.

Factors affecting diffusion

2. Methods of communication: formal or informal methods.

Factors affecting diffusion

3. The social environment: type of society, community, social class etc.

Factors affecting diffusion

4. The time dimension: the time period of diffusion.

Factors affecting diffusion

Innovators

2.5 innovators

2.5

13.5

innovators Early adopters

Early adopters

Early majority

2.513.5

34

innovatorsearly adoptersearly majority

Late majority

2.5

13.5

3434

innovatorsearly adoptersearly majoritylate majority

Late adopters

2.5

13.5

3434

16

innovatorsearly adoptersearly majoritylate majoritylate adopters

Adoption in Innovation

“It is a process which focuses on the stages through which an individual consumer passes when deciding to accept or

reject a new product.”

Adoption

The process of adoption

• Stage of ignorance to stage of knowledge.• Aware but neutral.

Awareness

• Actively interested in collecting information about product attributes.

• If not clear, then more information.

Interest

• Evaluates collected information.• Rather than seeking for more facts.

Evaluation

• Ready to give a try, confused about permanent adoption.

• Want to match actual working with learned facts.

Trial

• The decision is made.

Adoption or Rejection