The innovation adoption curve model indicates the rate of adoption of a new product using time of adoption as a basis for classifying individuals into five major groups: innovators,early adopters,early majority,late majority and laggards.

Question

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Because each category comprises individuals who have similar characteristics, and because individuals differ substantially across categories, these adopter groups can be considered market segments. Thus, one would use a different set of strategies to market a new product to the early adopter group than to market it to the late majority group.

The Innovation Adoption Curve Model Indicates the Rate of Adoption