Answer to Question #256673 in Marketing for Dingaan

Question

The stages that consumers move through in arriving at a decision to adopt or

reject a new product must be discussed in context.

10 marks

The selected product lifecycle phase providing theory and relevant application. 8 marks

Brief summary and concluding thought

Answer 1

Stages consumers move through in arriving at a decision to adopt or

reject a new product 

1. Awareness Stage: in this stage the consumer becomes aware of the innovation. 

2. Interest and Information Stage: At this stage, the consumer becomes interested in innovation and seeks out more information.

3. Evaluation Stage: The consumer considers all important elements when determining the value of innovation.

4. Trial Stage: at this stage, consumers are eager to check out new products.

5. Adoption Stage: If the trial yields positive results, the consumer will eventually decide to adopt/purchase the innovation.

6. Post Adoption Behaviour Stage: The client acceptance procedure comes to a close with this stage. If a customer likes a new product and the services that come with it, he will buy it again, and vice versa.

Stage providing theory and relevant application

The first stage which is the development stage provides theory and relevant application. A car manufacturer, for example, does not release a new model without first developing a consistent project and analyzing its market integration and acceptability.

Summary and concluding thought

Consumer behavior is important because it helps marketers understand the aspects that influence their customers' purchase decisions. Understanding how consumers choose products enables them to respond to a market need and decide whether something is necessary or outmoded.