Marketing Communications

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Marketing Communications

50

Consumer Behaviour And Marketing Communication

5. LAGGARDS: this is a tradition-bound group; members are the last to adopt an innovation.
   Their point of reference is what was done in the past. Laggards are suspicious of innovations
   and innovators. By the time laggards adopt something new, it may have been discarded by
   the innovator group in favour of a new idea. Laggards are usually older individuals at the
   low end of the social and economic scales.


6. NON-ADOPTERS: are a group of individuals who may never adopt new innovation.
   They are habitually tied almost completely to traditional values and will resist any change
   in values or habits.

FACTORS INFLUENCING RATE OF INNOVATION DIFFUSION

1. The relative advantage of the new product as perceived by members of the social system.


2. The compatibility of the new product with the cultural norms of the social system.


3. The complexity or difficulty of understanding and using the new product.


4. The divisibility of the innovation, or the degree to which it can be tried on a limited basis.


5. The ease with which the results of the innovation can be communicated to others.