Product Adoption Cycle-II
Product adoption cycle is not dependent on the necessity but the urge to meet the demand
(Read Product Adoption Cycle-I here)
We are now in a period, where the vision of our Prime minister is to see a digital India. Education today has a different approach, going cashless is one another drama. Between all the crumbles, are we actually progressing as a community?
Talking about going ahead in India, we are on the growth-initiation curve taking baby steps. Expecting adaption of the commodities is quite elaborate for us. Shift from a grinding stone to a wet grinder has been a turtle race. I began extracting information on my questions I raised last time.
In that process, I had an argument with my friend about the adoption cycle I’ve mentioned earlier, he gave me insights of a general audience. It was then I understood that one perception is not sufficient to interpret the cycle.
I started my research on the current Indian food market, the annual output was $155 billion. Having such a great market, I was confused about my opinions on the adaption cycle.
Countries like US, Australia, Europe are the market hub for processed instant foods. This when compared, India has been non-reactive in the past years. What affected the stubborn-ness was the influence in the market. Pizza, Burger, Italian pasta, etc have become the trend upon which the food lovers started thrusting. As the evolution began with the food we eat, the business is now going viral on the instant home cooking!
The initial demand arose for a smaller target in the initial days when not all women chose to work. To explain, until late 90’s work culture existed only for the men in India, but today due to the developing thoughts with opportunities, women are excelling in the work field. That created an imbalance which had taken time to recover.
In the beginning, when the working women trend was established, most women managed cook their own food. After a certain saturation period, cooking had become a tedious task when both the spouses were working. Slowly, maggi emerged and won hearts. Following it, the instant foods have come into the market by various others.
Off late, changes in a food market are dependent on the social cultures in a community. As the work force for women was open, ratio of housewives has gone down due to which the processed foods have taken the floor. When it took 20 years to adapt a product, the next adaption cycle would be lesser obviously. The twist here is that the cycle was not dependent on the necessity but the urge to meet the demand. Taking this into wide scope, processed foods have now taken the market. It was not difficult to make people understand the originality of the idea, that is because of adaptation to change. Going back to my first statement, if the country’s prime minister has been able to vision something extraordinary, then what we are able conquer through this cycle is satisfactory. To add further, this cycle has taken less span of time to emerge into a culture.