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buyer behaviour - new products
Customer buying process for new products
How do customers approach the process of buying a new product? How does this differ from the process for buying a product which the customer has bought before? What is meant by a “new product”?
A new product 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"
Research suggests that customers go through five stages in the process of adopting a new product or service: these are summarised 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......

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Approximate Word Count: 395
Approximate Pages: 2 (250 words per double-spaced page)

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