Diffusion of innovation is a theory that seeks to explain how, why and at what rate new ideas and technology spread.
Early adopters are quick to try a new product before anyone else while laggards are the last to try something and may not try it at all.
Background of Data collection
The Covid 19 vaccination and Jio wave were two recent events in
India. Decided to study how fast people accept the changes or innovations.
- Stratified probability sampling
- Sample size - 160
- Sample frame- Educational institutes and corporate offices
- This structured questionnaire is executed in group of college students pursuing graduation, post graduation studies.
Analysis- Covid 19 Vaccine
Diffusion of
Curve
Some people adopt new product or behavior sooner than others
- In 1962 Everett Rogers, professor of rural psychology developed a theory called diffusion of innovations
- Rogers found that individual within any society fall into one of the five adopter groups
- Based on how early or how quickly they adopt an innovation
- It tells us that we need to market each adopter group differently using distinct communication channels and messages
- Have average social status
- Influenced by early adopters
- Take time to make decisions
- They observe others experiences
- Adopt product only when they are convinced it has real benefits
- Seldom hold positions of opinion leadership
- More resistant to change
- Very responsive to peer pressure
- They adopt an innovation after the average participants
- They want innovations to be very well tested and widely used before they will risk trying
- Small forward-thinking group
- Highest degree of opinion leadership
- Their endorsement of an innovation plays key role
- Helps in crossing the chasm
- Bridges the gap between innovators and majority
Innovators
- Small but important group
- First to learn about and adopt innovation
- Willing to take risks
- Have the highest social status
- Have financial liquidity
- Adventurous and share there experiences with friends and communities
- Laggards typically tend to be focused on "traditions",
- Lowest financial liquidity,
- Oldest among adopters , minimal exposure to media,
- And in contact with only family and close friends
- Highly resistant to change
- Hard to reach with marketing campaign
- Laggards wait until an innovation is completely mainstream before they adopt it in some cases they never do.
Factors that influence adoption of an innovation
- Relative Advantage - The degree to which an innovation is seen as better than the idea, program, or product it replaces.
- Compatibility - How consistent the innovation is with the values, experiences, and needs of the potential adopters.
- Complexity - How difficult the innovation is to understand and/or use.
- Trial-ability - The extent to which the innovation can be tested or experimented with before a commitment to adopt is made.
- Observability - The extent to which the innovation provides tangible results.
Team
Rohan Garg 14
Sumit Khade 28
Aditya Khopkar 32
Yogisha Pingle 50
Ankita Prajapati 51