Choose the appropriate consumer type that corresponds with the following descriptions. a. High-income people who have inherited their wealth. b. Future oriented Below-average-income wage earners c. Present (security) oriented High-income people who have incomes from salary and investment Highest professionals, including merchants and financiers d. Present oriented Average-income wage earners Middle managers and owners of medium-sized businesses e. Above-average-income wage earners Present oriented, but worried about the impact of time f. Unskilled labor Skilled labor Owners of small businesses; non-managerial office and union managers Tradition-oriented people who often live in the past

1) Innovators

a. High-income people who have inherited their wealth

f. Highest professionals, including merchants and financiers

l. Present oriented, but worried about the impact of time.

2) Early adopter

b. Future oriented

e.  High-income people who have incomes from salary and investment

i. Middle managers and owners of medium-sized businesses

3) Laggards

m. Unskilled labor

c. Below-average-income wage earners

p. Tradition-oriented people who often live in the past

4) Late majority

n. Skilled labor

d. Present (security) oriented

h. Average-income wage earners

5) Early majority

k. Above-average-income wage earners

g. Present oriented

o. Owners of small businesses; non-managerial office and union managers

Explanation:

Innovators

a. High-income people who have inherited their wealth

f. Highest professionals, including merchants and financiers

l. Present oriented, but worried about the impact of time.

These people have consumption style as innovators. This type of consumers usually makes up just a small part of in the society. They are interested in new products and with financial ability, they quickly adopt new and innovative products. This type of consumers tends to know and have the products before they are introduced, simultaneously, they are willing to pay higher price to own the new products before the other people.

Early adopter

b. Future oriented

e.  High-income people who have incomes from salary and investment

i. Middle managers and owners of medium-sized businesses

Early adopters tend to impacted by the innovators and notice what they (who have already owned the products) have discovered. However, early adopters would have research about the products on their own rather than just listen to the word-of-mouth discussion. This is because this consumer type has high interest in specific category.

Laggards

m. Unskilled labor

c. Below-average-income wage earners

p. Tradition-oriented people who often live in the past

This customer groups tend to avoid changes and not be willing to try new products or look for the alternative choices. This is due to the characteristics of this customer type: they mostly concern about the reliability of the products and its low cost as their wages are limited. So that, they are slow in adapting to new products unless being forced to do so.

Late majority

n. Skilled labor

d. Present (security) oriented

h. Average-income wage earners

This group of customers would only make the decision to adopt new products or innovation after they have already seen the majority of the community around bought and used them successfully. This would help them assure that the products are useful or worth purchasing (security oriented). These group accounts for a quite high proportion of the population and adapt slowly => Late majority

Early majority

k. Above-average-income wage earners

g. Present oriented

o. Owners of small businesses; non-managerial office and union managers

While the group of innovators and early adopter focus on the interest and coolness, the "early majority" customers tend to decide their purchase mostly base on the practical benefits of the products. In addition, their decisions are made after early adopters and innovators. However, as they are account for a high proportion of population and tend to adopt new product before the "Late majority" group => They are "early majority".

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