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Buying Behavior
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Title: Buying Behavior

Essay Details:

Subject: Business
Author: Arnette W
Date: June 16, 2013
Level: University
Grade: A
Length: 2 / 393

Essay text:

It may have been available for some time, but many potential customers have not yet adopted the product nor decided to become a regular user of the product" Research suggests that customers go through five stages in the process of adopting a new product or service: these are summarised below: (1) Awareness - the customer becomes aware of the new product, but lacks information about it (2) Interest - the customer seeks information about the new product (3) Evaluation - the customer considers whether trying the new product makes sense (4) Trial - the customer tries the new product on a limited or small scale to assess the value of the product (5) Adoption - the customer decides to make full and/or regular use of the new product What is the role of marketing in the process of new-product adoption? A marketing team looking to successfully introduce a new product or service should think about how to help customers move through the five stages...

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