The Six Stages of the Product Adoption Process in Marketing

Published July 27, 2023

I know what you’re thinking, “what is this adoption process they’re talking about?”

The adoption process refers to consumers’ mental processes when buying a new product. We’ve all experienced it; we learn about a new product and fall in love. I’m sure everyone can relate to this.

But did you know marketers and product developers must pay close attention to detail planning each phase? 

It’s true. You must ensure your product stands out in a dense market with numerous competitors. You have to give consumers a reason to drop whatever brand they use to opt-in to yours. 

I vividly remember people typing on keypad phones for much of my childhood until the first iPhone came out. It shook up the industry. Apple did a great job marketing its product. 

The adoption process has a few variations, but we will discuss the generally accepted five stages. So without further ado, let’s get right to it.

Importance of Product Adoption

Product adoption is crucial for small businesses because it determines the success of a product in the market. It refers to how well customers embrace and use a product.

The importance lies in that a product cannot thrive or generate revenue without adoption. When customers adopt a product, it indicates that they find value in it. And they are willing to incorporate it into their lives or businesses.

Product adoption increases customer satisfaction, brand loyalty, and positive word-of-mouth. All of these contribute to the growth and sustainability of a small business.                      

Product adoption is like giving wings to a product, enabling it to soar high and achieve its goals.

The Product Adoption Stages

Stage 1: Awareness

The first stage in the adoption process is awareness, for how could someone pay for something they don’t know about? Whether or not your sound, product, or service is new is relative to the consumer. You could have your offering in the market for the last ten years, yet someone can only learn about it now. 

At this stage, the customer learns about a product or service for the first time. They do not have enough information yet to patronize your offering immediately. Many companies spend millions of dollars at this stage to grab the attention of their target market through different promotional media and advertising.

Example: A small business launches a new software tool for inventory management. They promote it through targeted online advertisements, social media posts, and email marketing campaigns to grab the attention of potential customers.

Stage 2: Interest

After your potential customer catches wind of your product or service, they’ll likely want to learn more about it. Customers research to gain all the necessary information about your offering. 

Did you know that about 88 percent of consumers research their product before purchasing? Potential consumers gather information through online reviews, word-of-mouth, and product descriptions. At this stage, you can ramp up the interest in your product or service with high-quality content.

Example: Small business owners and managers come across promotional content and become interested in the software. They visit the website, read testimonials, and watch video demos to gather more information about how it can benefit their business.

Stage 3: Evaluation

The third stage is evaluation. At this stage, potential consumers use their gathered information to conclude whether or not to purchase. 

Consumers may have a different set of criteria in coming to these conclusions. Some consider price the main factor, while others consider functionality or aesthetics. Whatever the case, potential customers measure your product or service’s perceived value in their lives. 

Additionally, consumers may compare your offering to similar offerings from different companies. Because of this competition, companies invest a lot in their research and development to gain a significant competitive advantage in their industries. 

Example: After researching, small business owners evaluate the software by comparing it with similar tools available in the market. They consider pricing plans, features, ease of use, and customer support to make an informed decision.

Stage 4: Trial

The fourth stage in the adoption process is the trial stage. Consumers decide, “okay, I’ll try this product out.” Suppose you get to reach this stage as a startup; congratulations. It’s challenging, as you must overcome a series of forces just to reach this stage. 

Consumers try your product in small quantities in this stage, dipping their toes in the water. Here, consumers want to gain first-hand experience or knowledge about your offering to see whether it’s worth adopting indefinitely. 

The concept of “free samples” is highly encouraged and recommended. 

Example: The minor business signs up for a free software trial to test its functionality and suitability. During the trial period, they input sample inventory data, navigate through different modules, and assess its performance in managing inventory efficiently.