1. Innovators – They have a very low Willingness-To-Pay (WTP) as they are in it only to experience something new

2. Early adoptors – Have a very high Willingness-To-Pay (WTP) as they are usually looking out for competitive advantage

3. Early Majority (Bowling Alley) – Willingness-To-Pay (WTP) is mainly determined by the value (usually incremental value) that the product provides

4. Late Majority (Tornado) – Highly sensitive to price and key value drivers help determine/adjust the price

5. Late Majority – Customers here have a good idea about the value proposition the product brings and Willingness-To-Pay (WTP) gradually starts increasing