Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 25

The automobile is an innovation that is not as widespread in China as in other countries. Chapter 7 discusses the innovation process and factors affecting the spread of innovations. Figures 7-7 through 7-9 give examples of various diffusion curves based on different diffusion rates. Draw two separate adoption curves, one for rural consumers and one for urban consumers in China. Defend your answer based on demographics, values, and lifestyle factors.