Diffusion Process

Definition:

The diffusion process refers to the process of adoption of new products by the consumer marketplace. The consumer marketplace is segmented into four groups: innovators (2.5% of population), early adapters (13.5%), early majority (34%), late majority (34%), and laggards (16%). Thus innovators are more likely to adopt a new product earlier than the early majority etc. This has implications for target marketing with new products.

Related terms:

Quantitative research

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