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Adaptation Process

The document discusses the adaptation process that consumers go through when adopting new products, from initial awareness to regular use. It describes the 5 stages of awareness, interest, evaluation, trial, and adoption. It also discusses how personal factors like age, income, and psychological needs influence consumers' purchase decisions and readiness to adopt new products.

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82 views2 pages

Adaptation Process

The document discusses the adaptation process that consumers go through when adopting new products, from initial awareness to regular use. It describes the 5 stages of awareness, interest, evaluation, trial, and adoption. It also discusses how personal factors like age, income, and psychological needs influence consumers' purchase decisions and readiness to adopt new products.

Uploaded by

luna
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Adaptation Process

Marketers also want to understand the thought process of consumers in buying new products.

New product- any good, service or idea that is perceived by some potential customers as new, even if
may have been around for a while.

Marketers want to know how consumers learn about products for the first time and how interest
develops to the adoption of new product. it is called Adaptation Process, which is the mental process an
individual goes through form of awareness of a new product to the decision to become a regular user of
that product.

5 stages in the adoption process:

Awareness – Interest – Evaluation – Trial- Adoption

During awareness stage, a consumer becomes aware of the product through an advertisement or a
flyer, or may have heard about it from a friend. Because he or she lacks information about it, he/she
seeks more through research in the Interest Stage.

Evaluation stage comes when the consumer has enough information to consider buying the product.
The Trial Stage- lets the consumer try the new product on a small scale for him/her to gauge the value
of the product.

Finally, in the adoption stage, the consumer decides to purchase and use the new product.

Consumers differ in their readiness and willingness to adopt a new product. 5 adopter groups:

Personal Factor

Includes: age, life cycle stage, occupation, economic situation, lifestyle, personality.

Personal Characteristics will always influence purchase decisions.

As you increase your purchasing power, your preferences and taste in certain products may also change
along with the increase in your salary and position in company.

Psychological Factors

Human beings have different needs which have to be satisfied.

Some are physical such as the need for food, some are psychological such as the need for recognition,
self-esteem, and achievement.

A need becomes MOTIVE when it is strong enough to warrant an action or seek satisfaction.

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