Each technical innovation has its own product life. See Fig. 3.2b. According to Rogers, it takes time for people to get interested:
- Firstly the so called “innovators” will buy the product. It is a small percentage of the total market, so the total sales volume is low and costs of production and distribution are high. Innovators are prepared to pay a high prices for new innovations, driven by the image of the product.
- Then the “early adapters” will follow soon when the quality of the product is proven. Sales volume will grow, which enables the start of mass marketing. Quality, service and image are extremely important in this stage of break through.