Adoption process

The adoption process is the series of stages through which consumers determine whether or not to become regular purchasers of a product. When considering a new product, most consumers go through five stages in the adoption process: awareness, interest, evaluation, trial, and adoption / rejection. Marketers, recognizing which stage in the adoption process consumers are in, adjust their marketing strategy to meet consumer needs.
During the awareness stage, potential consumers first learn that a new product exists, but lack complete information about the product. Marketers with new products attempt to create awareness through publicity, promotion, and word-of-mouth referral.
During the interest stage, consumers begin to seek information about new products. Often potential consumers will seek out consumer innovators—people they know who are knowledgeable about specific categories of products. Potential consumers will also request or look for information from the company or objective sources.
During the evaluation stage, consumers will consider the benefits of the product. For consumers in the evaluation stage, marketers attempt to demonstrate the benefits of their product, sometimes emphasizing the superiority of their new product compared to existing products. If the benefits meet the needs of the consumers, they will enter the trial stage. Samples, price discounts, and demonstrations are offered to encourage consumer trials. If the trial stage produces positive results, consumers will adopt the product and use it regularly; if not, it is rejected.
Consumers go through the adoption process for many categories of goods, including routinely purchased convenience goods, shopping goods, and specialty goods. Less time is involved for convenience goods and more time allotted for specialty goods. Consider the purchase of a new snack food (a convenience good). Usually consumers become aware of the existence of the new product through a store display or by being offered samples. Often they will only consider a new snack food when their favorite food is not available. Snack foods are not expensive, so people will try new products, which they will quickly adopt or reject. For specialty products, things people seek out and spend time evaluating before purchase, marketers recognize they will often need to use image advertising to generate awareness and interest and personal selling to move potential buyers through the evaluation and trial stages.