Innovators Vs Laggards: Do they differ in the product adoption behavior? - An investigation in the Indian context

Abstract

AbstractPersonal computer market is a undergoing a boom in the Indian sector. The burgeoning market potential for personal computers particularly in the household segment is attracting the increased attention amongglobal players. However not all household customers adopt personal computers at the same point of time. Against this context, this paper attempts to investigate the difference in the adoption behavior of innovators and laggards. The study assumes the nature of explorative research design and is based on primary data collected through interviews scheduled from 108 respondents who have adopted personal computers at different periods of the time scale. The study findings highlight the need for adopter centered strategies in framing marketing strategies so as to enhance the diffusion of personal computers in the Indian context.