CIPS L4M2 Defining Business Need · Free Practice Question Easy
Question 5
During the product lifecycle, after an initial increase in sales, sales of a new product will eventually start to slow down. When this happens, a product has entered its 'maturity stage'. What is the name given to customers who purchase products at this stage in the product lifecycle?
- A laggards
- B early adopters
- C middle majority
- D maturity buyers
Reveal correct answer
Correct answer: C
Explanation
This is the 'middle majority'.
Middle Majority = a group of consumers who buy or use a new product after seeing it used successfully by innovators and early adopters. These guys buy when the product is new and exciting. Laggards buy it after 80% of customers are already using it. Think your mum getting a Facebook account 10 years after you did. She's a laggard.
p.96
Discussion
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