buyer readiness stages

  

Definition

In marketing, six stages through which a consumer passes on way to adopting a good or service: (1) Awareness of its existence, (2) Knowledge of its benefits, (3) Initial interest, (4) Preference over the competing products, (5) Conviction of its suitability to purpose, and finally (6) Purchase. Knowing at which stage the good or service is helps determine which promotional message or medium is most suitable for a marketing campaign.



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