home Marketing Basics of Marketing - Kotler Philip

Basics of Marketing - Kotler Philip

Different options for deciding whether to purchase a new product

And now we will look at how buyers approach the acquisition of new products. By "novelty" we mean a product, service or idea that some potential customers perceive as something new. The novelty product may already be on the market for a while, but we are interested in how consumers first learn about it and decide whether it is worth taking. In this case, we mean by perception "the thinking process through which an individual passes from the moment when he first hears of a novelty, until the moment of its final adoption." 25 We define perception as the decision of the individual to become a regular user of the product.

Stages of the perception process

The process of perception of the product-novelty consists of five stages:

1. Awareness. The consumer learns about the novelty, but does not have enough information about it.

2. Interest. The consumer is stimulated to find information and novelty.

3. Evaluation. The consumer decides whether it makes sense to try out the novelty.

4. Sample. The consumer will test the novelty on a small scale to get a better idea of ​​its value.

5. Perception. The consumer decides to regularly and fully use the novelty.

From all this it follows that the offering novelty should think about how to lead people from stage to stage. The manufacturer of electric dishwashers can establish that many consumers are at the stage of interest, without going on to the next because of doubts and high unit cost. However, the same consumers will be ready to take the car for testing for a small fee. The manufacturer should provide a plan for testing the machine with the subsequent possibility of its purchase at the request of the consumer.