If consumers do not know your product exists, than it might as well not exist! Mr Smith now decides to go to the store and buy a small portion of the new mouthwash he saw while watching soccer to know if it actually reduces toothache. Consumer Adoption Process is for All! Awareness product awareness : This is the stage where consumer gets to know about a product or service but lacks enough information about it. Product Adoption is a compelling and important topic. In the trial stage, that is what customer actually do. The companies use many interesting ways to engage the consumers in this phase of product marketing. Early Majority 34% — Individuals in this category adopt an innovation after a varying degree of time. For example, your company can provide your consumer with a free trial or a proof of concept campaign.
This category includes paid display and search advertising. In summary, Product Adoption is driven by a number of factors. It also examines the way the consumer adoption process relates with other processes such as innovation, new product development, consumer behavior and customer loyalty among others. Some Consumers prefer change and some are very resistant towards changing things and have a difficulty in accepting and adopting new things. For products that requires installing, you can provide a manual or guide to help consumers have a clear understanding on how to do the installations themselves. Some are early adopters and others wait for everyone else to buy once it becomes a proven product. Early Majority tend to be slower in the adoption process, have above average social status, contact with early adopters, and seldom hold positions of in a system , p.
As portrayed in the diagram above, we are now at the brink of breaching the Early Majority market. He can buy the product, or can use free samples. Big brands can no longer take their position for granted. Companies invest a lot in creating avenue for informing the consumer and customer. A fancy product is good because it can interest consumers to want to know more about the product. Opinion leaders, or the early adoptors then buy the product and tend to be a target for marketing companies wishing to gain an early foot hold. Through this process, consumers will decide whether to reject or adopt the new product offering.
They are notable for their reliable reporting, comprehensive evaluation editorials, and categorization of different gadgets based on their qualities. Journal of Retailing, 74 2 , pp. Trialability was low—only the very wealthy and businesses had telephones installed. Creating and maintaining the interest of the customer is very necessary for the companies. In addition, they find online reviews and recommendations. Adoption product adoption : Adoption occurs in cases of successful trial.
Stages Of Consumer Adoption Process Check out — Stage 4. It affects every single business. Case Example — Costco Costco is known for their free samples. Yet, the reality proves otherwise… The telephone was invented by Alexander Graham Bell in 1876. His current focus is , the marketplace for premium business documents e. Through social media, companies can directly engage and influence customers. Nothing helps a consumer make a decision about your product, than actually trying your product out.
They are in search of information. By 1935, 60 years after its invention, it could only be found in 30% of households. Late Majority folks will adopt an innovation after the average member of society. The Way Consumer Adoption Process Relates to other Topics Consumer adoption process is related to other topics such as innovation, product life cycle, consumer behavior, loyalty and satisfaction among other in various ways. People wondered, can it transmit diseases? Individuals progress through these steps at different rates, often resulting in their differentiation into separate groups defined by their rate of adoption. For example, It was just of recent I learnt one can actually go to school online and be offered a real certificate.
The point here is that just like me, other customers will always evaluate a product based on its price. The five stages are: Awareness Interest Evaluation Trial Adoption Another stage commonly not identified in marketing research is the internalization stage. It was expensive—both installation and ongoing fees were high—and you had few people you could call. We will follow six steps. Therefore the interest stage is the stage where a consumer seeks more information about a new product or service. He collects information from advertising media, salesmen, dealers, current users, or directly from company. As you advertise, then they become interested and seek product information.
Factors influencing the Adoption Process There are three main factors influencing the adoption process: Factors influencing the Adoption Process People differ in their Readiness to try New Products In each product area, there are consumption pioneers and early adopters. These individuals typically have an aversion to change and tend to be advanced in age. Even at stage of the journey, companies can still influence the purchase. This phase empowers both the customer and the company. What is interesting to me is how important it is for businesses to truly understand the 5 stages of the consumer adoption process and the important role this process plays in creating a successful marketing strategy. This is why the marketers use those promotional channels which are easily accessible to the targeted market.