By Pirkko Juntunen
The product diffusion curve describes how consumers can be grouped according to how quickly they adopt a new product. This curve can just as easily be applied to consumers of investment products and strategies as to those of new technology, where this curve is most commonly applied.
The theory classifies consumers according to five categories (see box, page 12) ranging from ‘innovators’, which are well-informed risk-takers willing to try an unproven product, right through to ‘laggards’, who avoid change and may not adopt a new product until traditional alternatives are no longer available.
The Superannuation Arrangements of the University of London, commonly referred to as SAUL, was set up in 1976 and is the pension fund for non-academic employees for the majority of the colleges within the University of London, Imperial College and University of Kent. It would seem that SAUL is content to be characterised towards...