What are adopter categories? Describe each of
the adopter categories.
Adopter Category can be defined as a process by which marketers segment the consumers on the basis of the willingness of the customers to try a product that has been newly launched in the market by the company. This concept is a component of the Diffusion of Innovations theory and is used in many fields. This theory divides the journey of customer adoption for a product over a fixed time period.
Adopters are those customers in the market which have started purchasing the product and are using them to explore their benefits and usage. On the basis of the product's adoption by the customers throughout the different stages of that product life cycle the researchers have divided customers into five categories.
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