The Consumer Adoption Process is a 5 step mental process by which all the customers/ consumer go through while adopting a product from learning about a new product to becoming a happy loyal user of that product or to decline/reject the product completely. The process of a consumer of moving from a cognitive state toward the emotional state and finally reaching towards the behavioral or conative state is another way to explain Consumer Adoption Process.
- Cognitive State can be defined as being informed and aware of the product existence.
- Emotional State can be defined as the Likes/dislikes and preferences of the customer.
- Behavioral or conative state can be defined as taking the decision of purchase.
The Stages of Consumer Adoption Process
Consumer Adoption Process is a constant marketing tool, which has different stages to get itself completed. These stages of the Consumer Adoption Process are discussed as under:
- Product Awareness:
- Product Interest:
- Product Awareness:
Introducing a product in the market and creating awareness for that product is the first stage of the Consumer Adoption process. Companies invest a lot in creating avenue for informing the consumer and customer. Creating Product or Brand Awareness is very important for the success of the entire business.
Making customer aware of the existence of the product ensure the entire existence of the company. The companies use many advertising techniques and marketing materials like teasers, videos, banners and images. The companies use many interesting ways to engage the consumers in this phase of product marketing. Creating a strong attractive presence for the newly launched product can attract more customers.
Need to Learn: Consumer Decision Making Process
In this era of internet marketing, online shopping and social media advertising the marketers have many advertising tools are available to create awareness about the product in the customers. The Companies deploy smart tactics to launch a product in the market to avoid the advertisement clutter.
- Product Interest:
During this phase of adoption process the consumer becomes more aware and informed about the product itself, the value the product deliver, its unique feature and the manufacturer of the product. Creating and maintaining the interest of the customer is very necessary for the companies. This is why the marketers use those promotional channels which are easily accessible to the targeted market.
- Product Evaluation:
The process of consumer examination, comparison and evaluation of the product before making a purchase decision comprises of Stage 3 in the Adoption Process. The Consumer behavior varies in intensity according to the need, the price of the product, features of the product and the value that the product delivers.
The consumers search for information about the product options and the brand available in the market. Online surfing to learn about the new brand in the market is very common now days. The Customer utilizes social media channels, online shopping sites and other media channels to learn and explore about the products. The consumer use recommendations, online reviews, and suggestions from online groups before making purchase decisions.
- In this phase the consumer verifies the pro and cons of the product, the substitutes available in the market and the value for money.
- The consumer outlines the unique selling proposition, identifies what your product offers against other competing products.
- Utilizing the marketing strategies provides the companies with a platform that allows the businesses to communicate to the existing and potential customers and advertise the unique feature of the product.
- Product Trial:
In this phase of the Consumer Adoption Process the consumer use the product on trial basis. Trying out the actual product gives the consumer the idea of the product and its benefits. The trail is the most important stage as the entire product acceptance and rejection depends upon the trail phase. The company can provides free sample and trail products as part of the marketing campaign. Free sampling is very important as this will the consumer expectations about the product.
- Product Adoption:
The consumer is ready to adopt the product which means that he is ready to actually spend the money on the product. The Adoption phase is the most critical stage in the whole process as the companies needs the consumers to accept the product and complete adopt it. The company needs to ensure availability, quality, ease and accessibility of the product to the consumer.
Factors Affecting Consumer Adoption Process
Some important factors influencing the consumer adoption process are as bellow:
- Readiness of the Consumer/Customer to try new products and switch to the new brands
- New product or Innovation
- Personal Choices and influences about the Purchase Decisions
- Varying Rates of Product Adoption
- Readiness of the organization to launch new products
Consumer adoption Process varies from customer to customer based upon the behavioral factors. Some Consumers prefer change and some are very resistant towards changing things and have a difficulty in accepting and adopting new things. Rate of adopting a product depends upon competitive advantage, complexity, compatibility and communicability.
Personal Influences is the effect of other people on the consumer attitude and purchase decision. Personal Influences can greatly impact the adoption process of the consumer and it can really affect the acceptance and rejection of the purchase decision of a customer.
Importance of Consumer Adoption Process
It is very important to build strong marketing strategy and invest on the necessary tools to move your consumer through the five stages of Consumer Adoption Process. Successfully managing consumer adoption process ensures loyal customers for the product, long term profit marketing for the business, and Brand Equity for the entire company. Marketing a product successfully is as important as Manufacturing a product of quality.