Stages in the Adoption Process of a new product

Awareness phase
1.- Awareness is a simple understanding of the product. It’s when the consumer has heard of
it and has a general understanding of the product (that is, basic positioning). For large
brands, generating awareness by bringing out a new style of product under an existing
brand is generally quite easy, but carries the risk of contamination if the new product is
ineffective and performs poorly in the marketplace.
-For smaller firms/brands, generating awareness of the new product is often a challenge,
and they have to depend on the word of mouth

2. Interest phase
Interest is a progression from simple awareness. It is when the consumer generates some
form of curiosity about the new product and considers that it may be a possible suitable
solution down the track for them. As a consequence of this slight shift in thinking, the
potential buyer becomes more receptive to information and communications about the
product and may even conduct some form of basic research and information gathering,
such as word-of-mouth discussions.

3. Evaluation phase
Evaluation is a natural progression beyond interest, where the potential consumer has
gathered basic information about the new product and how it works and what it does and
why it is better/different from existing product offerings and solutions. In the evaluation
stage there is more critical consideration of whether this is a suitable product for the
consumer. At this stage the consumer will decide whether or not they are likely to be a
purchaser of the product in the short-term. They do this by considering the potential value
(that is, benefits less costs) of the product them, as well as considering it against alternate
substitute product alternatives.

4.Trial phase
The next step is a trial purchase (or a demonstration or other product usage where
possible). If it is a relatively low-cost product, then the consumer may purchase it to “see
how it goes” If it is a higher cost product, the consumer may try to have the product
demonstrated or view it in store or engage with it in some other manner (such as, through
friends or reviews).
-The trial is the consumer’s first real interaction with the product. This direct product
experience will either directly reinforce their views from their evaluation or will change
their thinking. Therefore, like all purchases by consumers, the first initial purchase is
significant as it drives/determines their level of customer satisfaction, resulting in a
significant impact on long-term purchasing behavior.

5.Adoption phase
Assuming that the trial purchase/interaction was positive for the consumer, then the final
stage of the product adoption process is the actual adoption. This is where the consumer
sees the product as a viable solution and they became a regular purchaser of this style of
product.
- Keep in mind that product adoption process is across all firms/brands – not just individual
brands, as we are considering the overall product category. As an example, a consumer
may buy an electric car, where this consumer has moved through the adoption process
primarily due to the offerings of multiple competitors in that market – so they are
impacted by overall offerings rather than one particular player.

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Titany answered the question on October 6, 2021 at 13:19