THE ADOPTION PROCESS

A process to bring about a change in buyer’s attitudes and perception. A consumer invariably undergoes the following steps in determining the feasibility of buying the new products

1. Awareness
2. Interest
3. Evaluation or mental trial
4. Trial- physical

Awareness:

A consumer learns about anew idea or a product and obtains limited information about its qualities, usefulness, performance through advertisements etc.

Interest:

Once the consumer develops an interest in the innovation, he demands detailed information about the new products, its utility, its performance, etc. He gets more information through jingles on radio or TV ads and teaches through sales- persons, opinion leaders, peers, friends etc.

Evaluation:

The consumer tries to weigh the value of the new product in relation to the benefits obtained from it i.e. conducts a mental trial of the new product.

Trial:

The consumer is now ready to put the idea into practice. Competent assistance may become necessary to put the innovation to use.

Adoption:

1. The consumer mow decides to adopt the new idea or a product for continued use.

2. Depending the post- purchase experience the consumer becomes a repeat buyer and consequently the advocate for the innovation.