Stage 1 – Consumer becomes aware of the product or service.  This is the early stage where the consumer starts to think about a new leather couch for their living room.  In most cases, they have not thought about where they are going to buy it yet, since the switch in their head has just gone off.  Possibly their old couch is torn and ripped and/or their neighbour just bought a new leather couch and they have experienced the comfort and feel and they are starting to justify why this would look good in their own living room.  The company/local business goal is to drive awareness and image in this early stage so when the consumer is ready, they of course will think of them first.

Stage 2 – Consumer starts to get familiar with the product/service.  Now they start talking to their friends, some who owns a leather couch, asking about its durability, and they’re thinking about where it would be located in their living room.  The goal of the advertiser is to differentiate how and why their company should be where the consumer shops for this piece of furniture.  Radio again plays a big role in the stage with the consumer.

Stage 3 – Now the consumer starts to make a connection to the product.  Their justification is high in this stage or they are now starting to think about where to buy this leather couch.  The business on the other end of this stage is trying to convince the consumer that the best quality and value (not necessarily price) is at their business.

Stage 4 – The consumer is ready to start shopping for this leather couch and narrows the choice of where they are going to shop.  The company uses testimonials and events where they can get their furniture in non-traditional locations and use more customized ways (and radio can do this) to get their business in front of the consumer as they drive their name into the consumer’s final consideration mind-set.

In each of these stages, there is a degree of impact that various mediums provide. 

4 Stages of the Buyer Awareness Cycle

Jun 25, 2008 by Sean Luce