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12 April, 10:37

Market researchers have determined nine categories of lifestyles for computer users. One of the categories is described as "Mouse Potatoes," who like the Internet for entertainment and can't wait to buy the latest in "techno-entertainment." In terms of the diffusion process, how would "Mouse Potatoes" be classified?

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  1. 12 April, 13:22
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    Answer: Innovators.

    Explanation:

    The Diffusion Process defines how new products are able to spread across a market.

    It does this by using the Adoption Process to determine the various groups in the market and how fast the product gets to those groups. There are 5 groups in total.

    - Innovators

    - Early Adopters

    - Early Majority

    - Late Majority

    - Laggards.

    In the above scenario, the Mouse Potatoes would be the Innovators. These are the first buyers of a product and as such their opinions are very important as they then tell others how useful the product is. Mouse Potatoes regularly browse the net looking for the latest in "techno-entertainment", so they can buy or use it first thus making them Innovators.
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