CONSUMER ADOPTION PROCESS

CONSUMER
A consumer is one that buys goods for consumption and not for resale or commercial purpose
A consumer can be a person (or group of people), generally categorized as an end user or target
demographic for a product, good, or service
 Any product, good, or service that is developed must have a target market in mind, in order to
be effectively marketed and sold
Consumer is different from customer, The person who buys the goods or services from a seller
is known as the customer and one who uses the goods and services are called consumer
 CONSUMER ADOPTION PROCESS
Adoption is an individual's decision to become a regular user of a product which may be an
innovation in form of a good, service, or idea
The adoption process is the mental process through which an individual passes first hearing about
an innovation to final adoption
A new product is a good, service, or idea that is perceived by some potential customers as new
And we define the adoption process as the mental process through which an individual passes
from first learning about an innovation to final adoption
The consumer adoption process is a kind of a consumer-loyalty process
The adoption of new products and services is slow among rural consumers in comparison to urban
consumers.
Reasons:
 Poor awareness of new products because of low media access
 Resistance to trying new products in the absence of demonstration

The sarpanch, the school teacher and salaried people who have better
media access and market exposure become early adopters.
 Some of them in turn act as opinion leaders for other potential buyers

The inducement of product trials and demonstrations works well

in rural for the adoption of new products.
PRODUCT AWARENESS
 First thing first, you have to make people aware of your product
 Awareness leads to interest, and the customer seeks information about the new product

 Sometimes, consumer becomes aware of the new product but lacks information about it
Surely, you don’t want to reveal the whole story but you have to convince people that your
product is worth watching
 In the era of social media there are various platforms which can done fortune for you and for
your product awareness
At this stage, consumer does not give much attention to the new product.
EXAMPLE
Movie Teasers :
These movie teasers are designed to inform the audience and customers that the movie will
release soon, but it doesn’t provide the full details about the movie
Various platforms are used so it can reach to maximum people’s
PRODUCT INTEREST
Once you have created enough buzz about the product, it is time to introduce it
The consumer becomes interested in innovation and tries to collect more information
Now the consumer is ready to learn to more about the product, your organization must guide
through this stage by providing proper information about the product
Consumer collects as much information as he can
There are various methods exist which can be helpful
in this process. Example Blog posts, Tutorial video’s, etc
EXAMPLE
 Xiaomi :
Xiaomi utilize its product launch to provide information and insight of its latest product
With the help of well designed speech as well as the presentation, use of technical and non-
technical vocabulary they successfully reach to broad range of customers
PRODUCT EVALUATION
 Before purchasing consumer examine, compare and evaluate the product
 Consumers are searching for information
 They go to various platforms to get the information they are looking for
 He compares different aspects of innovation like qualities, features, performance, price,
after-sales services, etc., with the existing products to arrive at the decision whether the
innovation should be tried out

Now days consumer use social media channels and ask the other individuals about the product,
read reviews or feedbacks
EXAMPLE
Gadget360:
It is the site for comparing mobiles and laptops in India
They are notable for there reliable as well as full detail information about the mobiles and
laptops.
 Product manufacturer can contact them and ask to include there product in the site.
PRODUCT TRIAL
Consumer is ready to try or test the new product
 This is the stage where the consumer is ready to try your product and nothing helps a consumer
make a decision about your product more then actually trying your product out!

 There are many ways this can be accomplished

 He practically examines it. He tries out the innovation in a small scale to get self-experience
 He can buy the product, or can use free samples

 This is an important stage as it determines whether to buy it

EXAMPLE
 Company can provide free samples of there product
 The “Free Sample” Approach is very smart adopted my many brands like Coca-Cola, Pepsi, Dabur
 Trial packs are either distributed using food trucks, Mela or festivals, kiosks in markets.

Dummy handsets in the customer care office

Consumer feel if they received something for free they own something in return.
PRODUCT ADOPTION
Consumer is ready to purchase your product
 This is the very critical stage for the business
 Finally the consumer decides to adopt/buy the innovation

Buying process and payment process should be easy and hassle free
He decides on quantity, type, model, dealer, payment, and other issues
 Also you should make sure that the customer can easily obtain the product
STEPS TO INCREASE CONSUMER
ADOPTION
1. Talk Things Out: Talk to your customers, don’t hide from them. Meet them in person. It can
done through door-to door, arranging meetings etc.
2. Increase the push-away: Point out flaws in the consumers current product. Highlight how
the product can meet up the flaws
3. Increase your product magnetism: Show how well your product solves the consumers
problems. Customer testimonials, case studies and product demos are all great ways to help
potential customers visualize the business outcomes that your product can drive for them.
4. Decrease the fear and uncertainty of change: Explain how easy it is to switch to you
product. Try to make your consumer to have the ‘aha’ moment
5. Decrease their attachment to the status quo: Remove consumers fondness for their current
poduct
6. Walk A Mile In Their Shoes:  Every so often, signup and log in as a customer. You’ll need
to ask yourself questions like: is the information presented confusing? Are there too many first
steps offered at one? How accessible is product guidance?