Stages of Buyer Readiness

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Jaap de Jonge
Editor, Netherlands

Stages of Buyer Readiness

Similar to AIDA Model, the Stages of Buyer Readiness are the psychological buying stages through which a consumer passes while purchasing any good or service. There are many slightly different models describing these stages. Shapiro and Bonoma (1984) described one of them (How to Segment Industrial Markets):
1. AWARENESS about the product
2. KNOWLEDGE regarding the benefits
3. INTEREST in the product
4. PREFERENCE given to the product over its competition
5. CONVICTION of the suitability
6. PURCHASING power.
The model can help to decide what promotional activities and media are going to be used in a marketing campaign.

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