Question

discuss and explain in your own understanding the 5 levels of the diffusion of innovation model and provide examples .

Answer 1

Diffusion of innovation theory was developed by E.M. Rogers in the year 1962 which is one of the oldest theory in social science. This theory explains that how a statement in communication , an idea or product gain its momentum and spreads through a specific population or social system. At the end of the process, people in the social system tends to adapt to the new ideas,behavior or product.

1. Knowledge

The first step in the diffusion of innovation is knowledge. At this point of time, the adopters are exposed to the innovation idea itself and this stage people in the social system are hesitant to purchase the item as there is no enough information or it is not been sufficiently inspired to find out more.

At this stage marketers will be creating the awareness about the product into the market by spreading the information that the prospective adopter moves to the 2^nd stage.

For eg; Introducing a brand selling dairy products, spreads its awareness through mass media so that it reaches the public

2. Persuasion

Persuasion is the point at which the prospective adopter creates the idea to purchase that respective product and they collect information about the product from the market and shows readiness to buy. This is the point at which marketers will be seeking to convey the benefits of the product in detail.

The customer creates an open mind to purchase the dairy products from the respected market

3. Decision

The would be adopter at this stage makes a decision to buy the product and deeply think about the advantages and disadvantages of the product, then a final call is made to accept or reject the product. This stage is crucial because the mindset of the people can be changed at any phase of this process.

4. Implementation

At this stage , the buyer purchase the product and considers whether the product is useful or of no use to them. They may also seek out further information to either support the use of the product or to better understand the product in context.

5. Confirmation

At this final stage, the buyer uses the product and and evaluates their decision whether to continue using the product or withdraw the use of the product. This phase can only be ended by abandonment of a product otherwise it is continual. (

For example, you may buy the dairy product and if it is liked then it is continued in future days or reject the product and try for some other items in the market.