What are the stages that customers go through in the process of adopting a new product?

The consumer adoption process can be defined as the series of stages which a potential consumer go through when deciding whether or not to buy or purchase a new product.

• In other words, the adoption process is the series of stages consumer go through before actually purchasing or rejecting a new product or service.

The competition in today’s world in terms of product and services to satisfy consumers can’t be overemphasized.

Annually new product are thought of and produced after some time to satisfy a need that’s already being satisfied which opens consumers to various choices. These new products or services may come as fast or improved solutions to needs or customers problems. And like I said earlier exposing consumer to various choices to make.

For example, let’s take a look at Bicycles and motorcycles. Way back in time, bicycle was seen as a better solution to consumer mobility which involves trekking, riding on horses etc; And now we have motorcycles as improved solutions to bicycles which we can use to move from one place to another.

Now the series of stages a consumer is likely to go through before actually purchasing a new product or service perceived as an improved solution is what Adoption Process is about.

In addition, the stages are five [5] and are

• Awareness
• Interest
• Evaluation
• Trial
• Adoption

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• 5 stages of consumer adoption process in marketing.
  • Stages 1. Awareness (product awareness)
  • Stage 2. Interest (product interest)
  • Stage 4. Trial (product trial)
  • Stage 5. Adoption (product adoption)
• Also See:

5 stages of consumer adoption process in marketing.

Stages 1. Awareness (product awareness)

This is the stage where consumer gets to know about a product or service but lacks enough information about it.

• In other words, this is the stage a consumer becomes aware a particular type of product but knows little or nothing the product or service.
• Consumer becomes aware of product and services via radio and television commercials, internet, word of mouth, social media, newspapers, magazines etc

For example, While watching soccer Mr Smith saw a TV commercial on a mouth wash that reduces and eradicates tooth ache in two weeks.

Note: Mr Smith became aware of the new product (mouth wash) thanks to a TV commercial.

Stage 2. Interest (product interest)

After becoming aware of a new product, a consumer is likely to be curious about such product. Therefore the interest stage is the stage where a consumer seeks more information about a new product or service.

• This is the stage the consumer decides to acquire all of the information he lacks about the product like it size, place to the product, price, qualities etc.
• Consumers are likely to get the needed information by checking up online reviews, asking friends and relatives, reading the details on the product package etc.

After watching the soccer game, Mr Smith then decides to call his girlfriend who is a dentist to seek more information about the mouth wash.

Step 3. Evaluation (product evaluation): At this stage, a consumer considers whether it’s a good idea to buy the new product or not based on the acquired information.

This is the stage Mr Smith will then ponder upon buying the new mouthwash – if it’s the right thing to do.

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Stage 4. Trial (product trial)

After evaluating the product perhaps based on it price and features, this is the stage the consumer now buys the product on trial. In essence, the consumer purchases the product in small quantity to have a self / personal experience of it.

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.

Stage 5. Adoption (product adoption)

Adoption occurs in cases of successful trial. That’s if it happens that the consumer was satisfied with the performance (qualities) or outcome of the product the consumer will then purchase it in large quantity. But in cases where there’s trial was unsuccessful, the consumer won’t buy the product.

Mr Smith later purchased more if the mouthwash. This was because he actually felt a huge relief on his tooth after using the mouth wash he initially purchased on trial. In other words the trial was successful and adoption followed afterwards.

Moreover, there are some cases where the consumer adoption process in marketing is needless. For example, let say your wife asked you to buy a particular brand of diapers; in such a case there no time to start product evaluation. And that’s it on the five (5) stages to consumer adoption process in marketing.

Also See:

• Meaning of advertising and their key terms
• Types of advertising media in marketing for advertisers
• See reasons every business must advertise their product or service
• Product life cycle stages with examples