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) laggards
B) technology enthusiasts
C) early adopters
D) early majority

Question

Quizplus · Accepted Answer

Ellen represents the early majority section of the market. The customers coming into the market in the growth stage belong to the early majority group. Early majority customers rely on endorsements by others. They seek out reputable references such as reviews in prominent trade journals or in magazines. As the early majority makes up almost one third of the entire market potential, winning them over is critical to the commercial success of the innovation.

At the Time When Ellen Decided to Purchase a Tablet