![]() Of course, ultimately these actions should hopefully lead to the purchase of the product. This could vary from visiting a retailer to see a product demonstration or writing an email to a shop owner for more information on the product. Customers are already imagining themselves with the product. However, the interest customers initially had, has developed even more into an actual need. The Desire step of the AIDA Model is still part of the cognitive stage of customers. However before taking action, customers will need to go through two more stages. This means that customers are seriously considering purchasing the product eventually. All products or brands that customers have interest in, are likely to become part of the so called ‘ consideration set‘. At this level customers have gone beyond mere knowledge of the product and have actually begun to develop attitudes, preferences and perhaps even interest in the product. InterestĪfter the congnitive stage, customers enter the affective stage. This is a smaller portion of the ‘ total set‘ of products and brand that are available within a certain product category. All products or brands that customers are aware of, are part of the so called ‘ awareness set‘. The Attention stage is usually triggered through advertising. At this stage, customers are becoming aware of the product and start to develop some knowledge of the product’s attributes and benefits. This is the act of thinking about the product. The first level of response is the cognitive stage of customers. This article will go specifically into the AIDA model, which is also the most concise model given the fact that it only has 4 steps: Attention, Interest, Desire and Action. By mapping out these stages and by stepping into your customer’s shoes, you can see your company from the customer’s point of view and improve where needed. ![]() The theory behind it states that customers go through several stages or phases before making the final call to purchase a company’s product. What these conceptual models all have in common is that they are attempts to map out the cognitive and behavioral process that customers go through when searching for a certain product or service that would fulfill their needs. AIDA Model, Innovation Adoption Model, Marketing Funnel, Sales Funnel, Hierarchy-of-Effects Model, Information Processing Model or Customer Journey. ![]()
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