THE CONSUMER ADOPTION PROCESS
Kya apne us chewing gum ke bare mein suna hai jo balo ko green kar deti hai?
Uska name hai GreenGum. Ap ise abhi tak kisi store se nahi kharid sakte hai, par ap ise company ki website se le jarur le sakte hai. Unka(Company ka) kehna ki agar ap GreenGum ko lagatar ek hafte ke liye chabate hai to apke hair green hone shuru ho jayenge.
Kya ap bhi ise istemal karna chahte hai?
Actually, abhi tak kisi ne aisa koi gum banaya hi nahi hai, jo hair ko green kar sake.
Lekin agar koi banale to?
Ap kis process se gujrenge agar ap chewing gum ko azmana chahte hai or niymit rup se ise chabana chahte hai?
FIVE STAGES OF CONSUMER ADOPTION PROCESS:
1) PRODUCT AWARENESS
2) PRODUCT INTEREST
3) PRODUCT EVALUATION
4) PRODUCT TRIAL
5) PRODUCT ADOPTION
Consumer Adoption Process ek five-stage process jo consumers naye products ko evaluate karne ke liye karte hai. Is process ke dauran consumer ye decide karta hai ki use ye product lena hai ya nahi lena hai. Agar koi product consumer ki demand ko pura nahi karta hai to consumer use koi bhi Consumer Adoption Process ki stage par reject kar sakta hai
1) PRODUCT AWARENESS/THE INTRODUCTION STAGE
Yeh wo stage hai jaha consumer pehle product ke bare mein sikhta hai, lekin abhi tak uske pas product ke bare mein sari information nahi hoti hai. Example ke liye, apne GreenGum ke bare mein pata lagaya kyuki kisi ne apko uske bare mein bataya, lekin apke dimag mein abhi tak us product ke bare mein kai sawal hai.
Ki kya yeh Gum vastav mein kam karta hai?
Iksi price kya hogi?
Main ise kaha se kharid sakta hu?
Or mere baal kab tak green rahenge?
Ye sara kuchh product awareness/introduction mein aata hai jisme audience ko aap ke product ke bare mein pata chalega,Audience pata chalta hai ki GreenGum name ka koi product exist bhi karta hai.
2) PRODUCT INTEREST/INFORMATION GATHERING STAGE
Yeh adoption ka naya satage hai jaha consumer product ke bare mein information leta hai. Ap apne dosto se bhi puchh sakte hai ki kya unhone GreenGum ke bare mein suna hai ya nahi? Ya fir ap apne se internet par iske bare mein research kar sakte hai or product ke bare mein or jan sakte hai. Kuchh consumers ko product ke shuruaati stages mein koi interest nahi hota. Example ke liye, ek ganje aadmi ko GreenGum mein koi interest nahi hoga. Kyuki use koi matlab nahi hai ki esa koi gum market mein aa raha hai jo ek hafte mein hair ko green kar deta hai.
3) PRODUCT EVALUATION/CONSIDERATION STAGE
Product ke is stage tak aate-aate consumer ne kafi information ikatha kar li hoti hai, or usne yeh bhi fix kar liya hota hai ki wo ye product lena chahta hai ya nahi. Evaluation process ke dauran hi consumer ye decide karta hai ki is product(GreenGum) ke benefits use value for money lagte hai ya nahi. Apka koi dost apko aakr bolta hai ki wo kisi ko janta hai jisne GreenGum 2 hafto ke liye chabaya hai, par use koi result nahi dikh raha hai abhi tak. Or apko pata chalta hai ki GreenGum ka ek pkd 1000 rs ka mil raha hai. Ab apko decide karna hota hai ki apko is new product ko use karna hai ya nahi karna hai.
4) PRODUCT TRIAL/PRODUCT SAMPLING STAGE
Ek consumer jo adoption ke is process mein is stage tak aa gaya hai, use lagta hai ki ye product(GreenGum) inki needs ke anusar ho sakta hai. Or wo is product(GreenGum) ko try karne ka soch raha hai. Ab wo GreenGum ke do pkd kharid leta hai, or use(GreenGum) ko agle 2 hafto tak chabata hai or fortunately uske hair light green ho jate hai. Ap apne is naye look se kafi impress hote hai or apko ye naya look kafi achha lagta hai. Or aap ke bahut se dost ab aap se puchte ki apne ye green color kaha se karwaya, or wo ye green color kaha se karwa sakte hai.
5) PRODUCT ADOPTION/BUY OR NOT BUY STAGE
Adoption process ke is stage tak, consumer decide kar leta hai ki ye product(GreenGum) uske liye value for money hai ya nahi hai. Agar consumer ko is product(GreenGum) mein koi value nahi dikhti hai, to wo ise dubara nahi kharidega. Lekin agar ye product(GreenGum) consumer ko value deta hai or uski koi problem solve kar deta hai, to wo(consumer) uska(product) repeated consumer ban jayega. Is stage par ap decide karte ho ki apko GreenGum buy karna hai ya nahi or ap uske repeated consumer banoge ya nahi. Ye adoption/buy or not buy ka stage hai jisme consumer decide karta hai ki wo ye product(GreenGum) dobara lega ya nahi.
In five stages se consumer ko pata chalta hai ki use ye product adopt karna chahiye ya nahi jo market mein naya aaya hai. Or isase companies ko bhi sikhne ko milta hai ki wo jo product banane wale hai wo Consumer Adoption Process ko follow karta hai ya nahi.
DIFFUSION PROCESS:
Adoption process ko hi aksar diffusion process kaha jata hai. Jo marketplace mein naye saman or sewao ko accept karta hai. Ek naya product launch karte waqt ye dhyan rakhna bahot jaruri hai ki is product ka market kese banega. Example ke liye GreenGum launch karne se pehle uska market develop karna jaruri tha, taki uska marketplace ban sake. Product ki launch se leke uske maturity stage tak aate-aate uska market develop hota hai.
Researchers ne classify kiya hai ki consumers kisi bhi product tabhi hi kharidte hai jab wo in five categories mein aate hai.
1) INNOVATORS
2) EARLY ADOPTERS
3) EARLY MAJORITY
4) LATE MAJORITY
5) LATE LAGGARDS
Adoption ek individual decision hai ek regular user banane ke liye kisi bhi goods, services and idea ka innovative hona jaruri hai. Consumer Adoption Process ek tarah se Consumer Loyalty Process hai.
Deepak Dadiwal 