A new product is a good, some kind of service or an idea that has been introduced to the market for the first time or has been there for a while and is perceived by a potential customer as new. Consumers go through a process of decision making that involves many stages in order to adopt a particular product. …
The adoption process is a long one and which involves a variety stages. The first stage is awareness where the consumer becomes exposed to the new idea, good or service. The second stage is the Interest stage where the consumer seeks information related to the product. This is done through a variety of ways such as from brochures, from friends etc. The third stage is the evaluation stage where the consumer of the product considers the possibility of trying the new product. The fourth stage is the Trial stage where the consumer tries the new product on rather a small scale so as to improve his or her estimate of the product’s value. The last stage is the adoption stage where the consumer will make use of the product on a large scale and on a regular basis.
Therefore from the above discussion we have seen that adopting a particular product is not a simple task and so much has to be done on the part of the producer to make sure that the new product is adopted by his/her potential customers. There are a variety of issues that face consumers in adopting the new product, these include: the Internal/external environment, the socio cultural and psychological factors, attitudes, beliefs, learning and decision making . The above named factors are explained below.
The success of a new good or service is high dependent on the internal and external environmental factors of a particular company or organization. The internal environment of the organization comprise of the management, the staff, the methods of production involved in coming up with the product or service and its distribution channels. The management should come up with strategies of marketing the product to ensure that many people are aware of the product so that they increase the chances of consumers using it. The staff on the other hand should perceive the product positively so that they talk well of the product to potential consumers (Consumer Buying Behavior, n.d.). They should also be motivated so that they can find something positive to talk about. The production channels should be efficient such that they are able to produce the required number of products to meet demand. This can be through use of appropriate technology and manpower. The distribution channels should be such that they can reach many consumers of the product. If the consumer hears about a certain product he/she should be able to find it in the nearest shop. For Philip Island Nature Park, they should motivate the staff so that they are able to speak positively of the new project. The management should also design strategies that will make people know of the existence of this new project (Solomon, 2010, pp.26-58). The external environment also plays a big role especially with regards to perception. The consumers need to be aware of the company in a positive light so that they can feel proud being associated with their products. If this is done the adoption process is made easy because people will want to try out the new product and if they feel good they will adopt it. It will also reduce the cost of generating awareness and interest in the people before they begin to evaluate the product. The consumers will move directly to the trial stage and this saves a lot of money for the company as ...
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