consumer adoption

consumer adoption

the acceptance and purchasing of NEW PRODUCTS or BRANDS by CONSUMERS. The rate at which consumers adopt a new product will determine whether or not it is withdrawn from the market or continues to be sold. A very high proportion of new products launched are rejected by consumers and only a minority gain rapid consumer acceptance. Consumer acceptance of a particular brand of a good determines the extent to which the consumer will continue to purchase that brand in preference to competitors'brands. See BRAND LOYALTY, TEST MARKETING.