The consumers represented by Segment E in Figure 11-5 above are called

A) early adopters.
B) late majority.
C) laggards.
D) early majority.
E) innovators.

Learning Objectives

• Disclose the particular characteristics and percentage representations of innovators, early adopters, early majority, late majority, and laggards in the course of the diffusion process.
• Comprehend how segmentation in the diffusion of innovation can impact marketing strategies.