Sample Essay on Buyer Decision Process for New Products

Buyer Decision Process for New Products

Whether conscious or unconscious buying is a process, which consumers go through when acquiring products. The process has different stages that allow the buyer to make the final decision. It is important to note that the length of the process largely depends on the nature of the product in question. In other words, different goods may have unique stages for consumers. The process is much shorter for consumables like foodstuffs but it could be complex when making high involvement purchases. Moreover, the decision to buy a product depends on several factors. For example, the people around you may have impact on your busying behavior. When the cost of the item is high, you are likely to involve many people in making a buying decision as compared to when you want to acquire something cheap.

When buying a new a product you also go through the buying process. Potential buyers often see new products as unfamiliar. The process of buying new products is also called production adoption process. The process allows customers to accept the new product in the market after undergoing a series of steps. This process mainly focuses on how buyers get to know about a new product and make a decision to acquire it. Importantly, the decision by consumers to choose a new product is always psychological. It takes place in the following steps:

The first step of adoption is awareness. Here, the consumer is aware of the new product but does not have sufficient information about it. This is crucial because they cannot make a buying decision of the product if they do not know its existence. Consumers learn about new products through various channels of communication. They include but not limited to advertising, word of mouth and in-store visibility.

The second step is interest. A consumer has interest in a new product when they take a step of seeking more information about it. If this information exists, the consumer will start collecting it from various sources.

The third step is evaluation. This is where the consumer makes decision on whether trying the new product makes sense or not. However, this stage only takes place if the consumer has gathered information about the new product for analysis. They base their evaluation on the quality of the products, the advantages they have over existing ones in the market and the expiry date. From this, one goes ahead to make a buying decision.

Trial:  Here, the consumer takes the risk to acquire the new product to prove its perceived value. After this, the consumer may choose to purchase the new product in small qualities for a start. The last stage of a consumer buying a new product is adoption. At this point, the consumer decides to buy the product regularly. However, this stage depends on trial results. If the consumer gets appealing and satisfactory outcomes, he or she may consider the product even for future purchases. If the results during trial are not encouraging, they may drop the idea of adopting the new product for future use. It is the role of the marketing team of the manufacturer to help consumers transit through the five stages before they make a final decision. Packaging of the information for customers equally matters.

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