The characteristics and the role of the late majority and laggards are discussed in this chapter. Both of them adopt the product later than others and purchase a practical product at a lower price. Although their population is huge, their impact on the market is not big because various types of customers exist in the market. Manufacturers offer a wide selection of products for various customers. The late majority and the laggards are a part of all customers. In addition, most manufacturers finish enlarging their manufacturing facility before the late majority purchases occur. However, from the view of the life cycle, they play an important role as a last purchaser including the repeat purchases.