Answer to Question #256523 in Marketing for Browny

Question

Discuss the categories of adopters as part of the consideration for the marketers in your business as they prepare for bringing CDB oil products into South Africa market

Answer 1

Awareness how to sell new products for adoption requires an understanding of customer adoption trends. It might be difficult, if not impossible, to sell to each type of adopter without a strong grasp of what they value. As we prepare to offer CDB oil products to the South African market, there are many types of adopters to consider for the marketers in my company. The first customers to try a new product will be innovators. They are risk takers by nature, and they are enthralled by the possibility of new ideas and methods. Innovators frequently have ties to the scientific discipline from which a new product emerges, and they want to network with other innovators in their respective product categories.

Second, early adopters are typically the most important persons in any market space, and they frequently serve as "thought leaders" for other potential adopters. They may be very active on social media and frequently write reviews and other materials on new items that they firmly believe in or fiercely oppose. Early adopters typically have a good social standing, acceptable financial resources, a high level of education, and a risk-averse mindset. In this decision-making process, they will endeavor to collect more information than an innovator.

Finally, the early majority will choose to focus their efforts on tried-and-true solutions and will avoid taking risks. As you might anticipate, this group of adopters has less money, lower social position, and less interaction with thought leaders and innovators than the other categories. In most fields, the late majority rarely provides any kind of intellectual leadership.