The first question to be asked in New product adoption is how does new product adoption differ from the process of buying a product, which the customer has already bought once before? What does “new product adoption” mean? and what is the process of new product adoption?
A new product adoption can be defined as: “A good, service or idea that is “perceived” by some potential customers as new. It may have been available for some time, but many potential customers have not yet adopted the product nor decided to become a regular user of the product. Thus if they buy this product, it is new product adoption.”
Research suggests that customers go through five stages in the process of new product adoption or service: these are summarized below:
(1) Awareness – the customer becomes aware of the new product, but lacks information about it.
(2) Interest – the customer seeks information about the new product.
(3) Evaluation – the customer considers whether trying the new product makes sense.
(4) Trial – the customer tries the new product on a limited or small scale to assess the value of the product.
(5) Product Adoption – the customer decides to make full and/or regular use of the new product.
Thus if a customer goes through all the above stages he is assumed to have adopted the product. There are various stages post adoption as well which decide whether or not the customer will be retained with the product. One of such things is post sale service which is extremely important to retain the customer.
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Kimberly Schenk says
Hi Hitesh, I have created a beautiful product I’d like to sell to college bookstores. I know there’s an association, NACS, however I would like to belong to a distributor group who already has inroads into the college bookstores. This way I could get bulk orders of 100 – 2000 at a time once they see how the product sells. My other idea is to sell my item to events for women (my item is geared toward women and very customizable). Do you know if there is a place managers of special events go to order commemorative items? That would also be ideal. I must watch my expenses carefully and if there is one place I could join, get my business rolling, then possibly add other associations or distributors, that would be ideal. All my other businesses have been service businesses where my knowledge was key to the business. This is vastly different! Thank you for any suggestions you may offer! Kim