Decline Stage of the PLC

A product form has reached the Decline stage when it becomes clear the market is no longer able to sustain itself, unless something unexpected or unusual occurs in the market (e.g., unexpected rebirth of a product form). Similar to the Maturity stage, the Decline stage may last for many years, especially for products that have been adopted by a large percentage of the market, who are not inclined to purchase a different product to satisfy their needs (i.e., Laggards).

Since the end of the product form is seen as inevitable, there are no sub-stages here.