The six steps are as follows: Awareness The customer becomes aware of the product through advertising. This Is a challenging step, there Is no guarantee that the customer will be aware of the product brand after they view the advert. Customers see many adverts each day but will only remember the brand of a tiny fraction of products. Knowledge The customer begins to gain knowledge about the product for example through the internet, retail advisors and product packaging.
In today’s digital world this step has become more important as consumers expect to gather product knowledge at the lick of a button. Consumers will quickly move to competitor brands if they do not get the information they want. The advertiser’s Job is to ensure product information is easily available. Liking As the title states, this step is about ensuring that the customer likes your product. As an advertiser what features can you promote to encourage the customer to Like your product? Preference Consumers may Like more than one product brand and could end up buying any one of them.
At this stage advertisers will want the consumer to disconnect from rival rodents and focus on their particular product. Advertisers will want to highlight their brand’s benefits and unique selling points so that the consumer can differentiate it from competitor brands. Conviction This stage is about creating the customer’s desire to purchase the product. Advertisers may encourage conviction by allowing consumers to test or sample the product. Examples of this are inviting consumers to take a car for a test drive or offering consumers a free sample of a food product.
This reassures consumers that the purchase will be a safe one. Purchase Having proceeded through the above stages, the advertiser wants the customer to purchase their product. This stage needs to be simple and easy, otherwise the customer will get fed up and walk away without a purchase For example a variety of payment options encourages purchase whilst a complicated and slow website discourages purchases. Six Steps and Behavior Leaving and Steiner suggested that the six steps can be split into three stages of consumer behavior: cognitive, affective and conceive.
The job of the advertiser is to promote the three behaviors. Cognitive (thinking) so that the consumer becomes product aware and gathers product knowledge ; Affective (feeling) so that the consumer likes the product brand and has conviction in it ; Conceive (behavior) so that the consumer buys the product brand Conclusion This model is known as a “hierarchy” because the number of consumers moving from one stage to the next reduces, as you move through the model.
There may be a lot of consumers that see the product advert but not everyone will make a purchase. It takes a lot of work to take a consumer from awareness to the final stage of purchase, o businesses need to ensure that they try their utmost to get customers from conviction to complete the final stage of purchase.
Create an interest about these Product by giving them Test ride, Face of the week contest, Gifts, Invitation of new motor cycle leaflets for the existing customer, Cash discount for the referrals they will take some action to purchase the product. They will do comparison with the competitive product and then only purchasing of product. After purchasing they will use the product and become loyal customer to the company. Finally they will give referral to the company.