Exlain Rogers adopter types of the brewing company AB InBed(Euronext:AB)

Rogers identified five adopter types: Innovators, early adopters, early majority, late majority and laggards (see Figure 8.7 in West, Ford & Ibrahim, 2015, p.267). Innovators: risk-takers and willing to try new things.

Early adopters: respected opinion-leaders in the product field who are more cautious.

Early majority: do not seek leadership, but are more likely to adopt than average buyer.

Late majority: more risk-averse and will adopt innovation after there was already a take-up.

Laggards: HIGHLY risk-averse and traditional, once an innovation has reached they will come into the market.