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    The document discusses the 5 stages of the consumer adoption process: 1) product awareness, 2) product interest, 3) product evaluation, 4) product trial, and 5) product adoption. It provides examples of switching from one soap brand to Dove soap to illustrate how a consumer progresses through each stage. The summary concludes that the consumer adoption process remains constant, so companies must create strategies to successfully guide consumers through the 5 stages in order to sustain market success.

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    The document discusses the 5 stages of the consumer adoption process: 1) product awareness, 2) product interest, 3) product evaluation, 4) product trial, and 5) product adoption. It provides examples of switching from one soap brand to Dove soap to illustrate how a consumer progresses through each stage. The summary concludes that the consumer adoption process remains constant, so companies must create strategies to successfully guide consumers through the 5 stages in order to sustain market success.

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    152 views3 pages

    Manjunath

    Uploaded by

    annette
    The document discusses the 5 stages of the consumer adoption process: 1) product awareness, 2) product interest, 3) product evaluation, 4) product trial, and 5) product adoption. It provides examples of switching from one soap brand to Dove soap to illustrate how a consumer progresses through each stage. The summary concludes that the consumer adoption process remains constant, so companies must create strategies to successfully guide consumers through the 5 stages in order to sustain market success.

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    ASSIGNMENT

    MODULE NAME PRODUCT AND BRAND MANAGEMENT


    PROGRAMME MBA
    DEPARTMENT MANAGEMENT STUDIES
    FACULTY FMC

    NAME MANJUNATH S K
    REG.NO. 19MCMS047050
    BATCH FULL TIME 2019
    MODULAR LEADER DR.H S SRIVASTSA
    CONSUMER ADOPTION PROCESS
    The consumer adoption process is constant. Marketing tools may change, the way
    consumers discover products may change, and consumer behaviors may change,
    but the 5 stages that make up the consumer adoption process will always remain
    the same.

    The 5 stages are: product awareness, product interest, product evaluation,


    product trial, and product adoption. Companies work hard to create a product,
    but in order to sustain and succeed in the market, organizations also need to
    create a process that successfully walks their consumers through the stages of the
    consumer adoption process.
    5 Stages to the Consumer Adoption Process
    1. Product Awareness

    The consumer becomes aware of the new product but lacks information about it.
    Initially, the consumer must become aware of the new product. Awareness leads
    to interest, and the customer seeks information about the new product.

    Example: - I have recently switched on to Dove soap bar just for a try from Z
    magnetism deodorant soap for men. Initially I wasn’t having any information
    about DOVE Company. Day by Day using the product was good when compared
    to my previous choice. So, I made an interest to buy the product in the later days.

    2. Product Interest

    The consumer seeks information about the new product. Once the information
    has been gathered, the consumer enters the evaluation stage and considers
    buying the new product.

    Example: - before buying the soap for later use, I made a research by asking the
    users how the product, google search, ratings, is advertisements in social media,
    online shopping and television.

    3. Product Evaluation
    Next, in the trial stage, the consumer tries the product on a small scale to improve
    their estimate of its value. The consumer considers whether trying the new
    product makes sense.

    Example: - After seeking the information about the product, I decided to make a
    further use of it and made a comparison the product with my old selection by
    seeing the market potential, popularity, rates, uses, objective ,my needs & many
    more.

    4. Product Trial

    The consumer tries the new product on a small scale to improve their estimate of
    its value. If the consumer is satisfied with the product, they enter the adoption
    stage, deciding to use the new product thoroughly and regularly.

    Example: - after comparison of the product I finally made my decision to use


    DOVE SOAP BARS which satisfied all my needs, rates etc. Regularly I started to use
    the product and suggest many of them to use the same soap bars.

    5. Product Adoption

    The consumer decides to make full and regular use of the new product. The new
    product is a good, service, or idea perceived by some potential customers as new.

    Example: - As I thought other than dove brand no other brand can fulfill all my
    needs, objectives with reasonable price and my suggestion to try once with the
    product & see the results. I am also impressed with the packages with thick
    cardboard with helps in reduction of damages.

    Consumer Adoption Process is for all!

    Whether you have a new business or an existing business, a product built for the
    enterprise or a product built for a consumer; the consumer adoption process is
    the same. It is important to create a strategy and the necessary tools to
    successfully take your consumers through these 5 stages. If you can nail this, than
    you are in business. Last piece of advice; Marketing your product is as important,
    if not more important, than creating your product.

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