Buyer Behavior - 1

Innovator 2.5%

- the very first to adopt new products

- eager to try new things, seen as daring, self-confident

- better educated, higher incomes

Early Adopter 13.5%

- selects new products more carefully

- viewed by most people as opinion leader

Early Majority 34 %

- deliberate, cautious about trying new products or services

- do lots of research before buying

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