Buyer decision process for new products is different from that of an existing product. When making buying decision for a new product, the consumer does not have options. A new product refers to a service, idea or good that consumers perceive as new. The product might have been around for some time but the consumer might be learning about it for the first time.
For a new product, the consumer goes through an adoption process. This is mental process via which the consumer passes from the first learning of the innovation to the final adoption. Final adoption is the decision by the consumer to perhaps, become a frequent user of a product.
Buyer decision process for new products takes several steps. The first step is the awareness step. In this step, the consumer learns or becomes aware of a new product in the market. However, the consumer does not have sufficient information about the product. This leads the consumer to the next step.
Developing interest on the product is the next step of the buyer decision process for new products. The consumer starts seeking information about the product. They can seek the information from different sources including friends and family members who may have used the products. Online sources such as the website of the manufacturer and social media are also sources of information about new products.
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Evaluation is the next step of buyer decision process for new products. Here, the buyer considers the essence or importance of trying a product. They use the gathered information to determine whether it is sensible to try the new products. After evaluation, the buyer moves on to the next step which is the trial step. In this step, the buyer tries the product for the first time. The consumer does this in small scale to enhance their estimate of the value of the new products.
Adoption is the final step. If the new product impresses the buyer, they decide to make regular and full use of a new product. They become frequent buyers of the product.
According to the buyer decision process for new products, it is important for marketers to think about strategies that can help consumers in moving via these steps. For instance, manufacturers of high definition televisions can discover that consumers do not more from the interest step to the trial step due to uncertainty that is associated with the large investment. If consumers can use the televisions on trial basis while paying a small fee, then the manufacturers should come up with a plan to allow consumers to try the televisions at a reduced fee.
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