The study of the behaviour
of customers towards a product is very important to the advertiser; that is
from the stage where a consumer hears about the product to purchase, preference
and satisfaction is very crucial.
One popular model that
deals with the Innovation adoption by consumers is the AIETA model. This model
was propounded by Everett M. Rogers in 1962 in his book “Diffusion of
Innovations”. Rogers
identified that, before a new idea is accepted or before a desired change
within a social system is achieved, members go through a five-step hierarchical
process; Awareness, Interest, Evaluation, Trial and Adoption (AIETA).
Awareness: consumers naturally perceive risk
in using new products. They often times would not buy unless they are aware of
a product’s existence. It is therefore necessary for an organization to create
awareness on new products and existing brands. Current technological trends
have made it easier for organizations to make their products known by adding
social networking sites (facebook, twitter and the like.) to the traditional
media.
Interest: After
consumers have been introduced to a
product, there is the need to sustain the interest of the consumer to power him
to take an action. Information advertisements such as “new Milo with Antigen E”
tells the consumer what he/she stands to benefit from the product. This move
helps generate interest.
Evaluation: At this stage, the prospect consumer imagines
him or herself using the product. Personal selling plays an important role here
as a way of getting materials into the prospect consumer’s hands.
Trial: At the trial stage,
the consumer experiments with the product on a small scale in an effort to
become intimate with it and learn how to use it to his or her advantage. Sales
promotion at this stage is very necessary. Advertisers must therefore create
trial opportunities using samples in in demonstration. For instance, the “Omo
door to door challenge”.
Adoption: The consumer at
this stage has accepted the product the product. He/she begins large scale use
which hopefully leads to preference, satisfaction and repeat purchase.
The AIETA model though
widely used and seen as effective can progress rapidly or slowly Depending upon the product.
REFERENCE
Www. 5metacom.com
How the adoption model
affects your sales and marketing efforts.
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