At the time when Ellen decided to purchase a tablet computer, the product had just become accessible to the mass market. She did not purchase the tablet until after she was convinced that the benefits it would offer her would far exceed its price. Also, she waited for her friends to try the product and popular gadget television shows to endorse it. Which of the following customer segments does Ellen best represent?

A. early adopters

B. laggards

C. technology enthusiasts

D. early majority

early majority

Explanation:

The question can be answered using innovation diffusion model. According to Innovation diffusion model there five stages in which any new product or idea gets accepted by masses based on popularity and number of users of product. They are given below

Innovator: one who have utmost faith in new ideas and product. They highly active to new information sources and willing to give a try to new products. early adopters: They are the one who can be termed as social leaders, educated. They are the next group of people who accept and start consuming the new product. early majority : These people are in next stage in which since product has been tried by early adopter and there is positive feedback for the product. They start using the product. They generate review of product informal social contacts. late majority : Late majority is the group of people who are traditionally skeptical and do not start consuming product until it has been widely accepted by the majority of masses and there is favorable respond to the new product laggards: Laggards are people who start using product when it has become in stage of being used by almost all of the potential consumer. They develop faith in product by getting supporting facts from friends, family and nearest social contact.

Following this model we can see that Ellen starts using product until she gets reviews from friends and poular television shows hence she belongs to early majority