Influence of product characteristics on rate Adoption

1. Name:Hariira Abdifitaah Mohamed
Bach:58B

2. INFLUENCE OF PRODUCT CHARACTERISTICS ON RATE
ADOPTION
• The role of adoption of a new product is influenced by its characteristics.
Some productsgain quick acceptance while others may take a long time.
Five characteristics play animportant role in affecting role of adoption of an
innovation. These are:
• Relative Advantage : the degree to which the innovation seems to be
superior to existing products

3. • Compatibility :lie degree to which the innovation conforms to the values
and experiences of potential consumers.
• Complexity: the degree to which the innovation is difficult to recognize or
use.
• Divisibility : the degree to which he innovation may be tried on small scale
basis.
• Communicability: the degree to which the results of using the innovation
can be observed or communicated to others.

4. • In addition to the above five characteristics some other
characteristics may also affect the rate of adoption. These are
initial and ongoing costs, risk and uncertainty, and social
approval. In designing the new product and its marketing
program, the new product marketer has to study all these
factors.

5. • The characteristics of the new product affect its rate of
adoption. Some products catch on almost overnight (Virtual
Pets), whereas others take a long time to gain acceptance
(Digital TV). Five characteristics are especially important in
influencing an innovation's rate of adoption.