FREE online courses on Consumer Behaviour and Motivation - The Diffusion
Process
The social process of spreading information about new
products and services to persuade consumers to accept them is known as
‘diffusion'. In the initial phases of market introduction of a new product,
effort and money may be wasted if the marketers try to cultivate the entire
market all at once.
From the marketers point of view the society may be
classified into five groups.
(i)
Innovators,
(ii)
Early adopters,
(iii)
Early majority,
(iv)
Late majority, and
(v)
Laggards.
The model of diffusion process is
visualized as a curve approaching a normal distribution with 16 per cent of the
consumers in the combined innovator and early adopter groups, 34 per cent each
in the early and late majority groups and 16 per cent in the laggard group. It
is important to identify target market segments at each stage in the diffusion
process.
Status symbol concept:
Sociologists explain the so‑called status symbols by holding that people express
their personalities not so much in words as in symbol such as mannerisms, dress,
ornaments possession etc. Most people are concerned about their social status.
The most influential primary group is, of course, the family.
Peer groups are composed of individuals who spend considerable time together and
are of fairly common age and social background. Other groups with varying
degrees of socializing influence are religious, educational, political
institutions and work groups. Any of these groups may be classified as peer
groups if they are sufficiently homogeneous.
Knowledge of reference groups and other influences makes it
easier to explain why consumers behave in a particular way. A young executive,
for example, may dress and act differently when in the job and in contact with
his business associates, but off the job, he may behave and dress quite
differently.
Influentials: An
influential is a person who serves as an opinion leader of group. Such opinion
leaders are found at all levels of society. These influentials play key roles in
marketing. If an influential tries or uses a product, his or her followers are
proved to do the same. Marketers, therefore, often target their promotional
efforts to reach influential.
