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Diffusion of Innovation Process
The diffusion process is the way in which innovations spread over time to other consumers through communication across a market. Diffusion research traces the penetration and acceptance of an innovation across its life cycle. A new product's phases of life cycle start from introduction and progress. up to its decline in a typical case.
- The diffusion process identifies innovators in the introductory phase of life cycle;
- There are early adopters during growth period;
- The early majority and late majority adopts the product in its maturity period. and
- Laggards (late adopters) are the last to adopt the product.