In marketing there is a model of consumer behavior in relation to the new goods. It includes five stages:

• Awareness. The consumer become aware of the new product, but lacks information about it.

• Interest. The consumer seeks information the new product.

• Evolution. The consumer considers whether trying the new product makes sense.

• Trial. The consumer tries the new product on a small scale to improve his or her estimate of its value.

• Adoption. The consumer decides to make full, regular use of the new product.

THE CONSUMER ADOPTION PROCESS

• Adoption is an individual's decision to become a regular user of a product.

Stages in the Adoption Process:

• (1) awareness (consumer becomes aware of the innovation but has no information about it);

• (2) interest (consumer is stimulated to seek information);

• (3) evaluation (consumer considers whether to try the innovation);

• (4) trial (consumer tries the innovation to estimate its value);

• (5) adoption (consumer decides to make full and regular use of the innovation).

Factors Influencing the Adoption Process:

• The first is relative advantage—the degree to which the

• innovation appears superior to existing products.

• The second is compatibility, the degree to which the innovation matches consumers' values and experiences.

• Third is complexity, the degree to which the innovation is relatively difficult to understand or use.

• Fourth is divisibility—the degree to which consumers can try the innovation on a limited basis.

• Fifth is communicability, the degree to which the benefits are observable or describable to others.

11. The consumer adoption process Бухарова Тамара Уткукизи

Adoption is an individual's decision to become a regular user of a product.

Stages in the Adoption Process

An innovation refers to any good, service, or idea that is perceived by someone as new. The idea may have a long history, but it is an innovation to the person who sees it as I new. Innovations take time to spread through the social system. Rogers defines the innovation diffusion process as "the spread of a new idea from its source of invention lor creation to its ultimate users or adopters." The adoption process focuses on the mental process through which a consumer passes from first hearing about an innovation to adoption.

Adopters of new products move through five stages: (1) awareness (consumer becomes aware of the innovation but has no information about it); (2) interest (consumer is stimulated to seek information); (3) evaluation (consumer considers whether to try the innovation); (4) trial (consumer tries the innovation to estimate its value); and (5) adoption (consumer decides to make full and regular use of the innovation).

Factors Influencing the Adoption Process

Rogers defines a person's innovativeness as "the degree to which an individual is relatively earlier in adopting new ideas than the other members of his social system." As Figure shows, innovators are the first to adopt something new, while laggards arc the last. Because people differ in their readiness to try new products, tliere are pioneers and early adopters for each product. After a slow start, an increasing number of people adopt the innovation, die number reaches a peak, and then it diminishes as fewer nonadopters remain.

Another factor affecting adoption is personal influence, the effect one person has on another's attitude or purchase probability. Although personal influence is greater in some situations and for some individuals, it is more important in the evaluation stage of the adoption process than in the other stages. It generally has more influence on late adopters and is more important in risky situations, as well.

12. Motivations of the organization - the buyer and construction of its carrying out model

Ералиев Аманбек Жумабекұлы

F.Kotler has developed and has offered following model of the organization-consumer behavior. It consists of following stages:

1. Occurrence and comprehension of need;

2. The description of the arisen need in view of characteristics of a product or service;

3. An estimation of the characteristic of the goods;

4. Search of suppliers;

5. Inquiry of the offer and exploratory talk;

6. A final choice of the supplier;

7. Procedure of delivery of the order;

8. An assessment of works of the supplier.

Factors of demand with support of manufacture of the industrial enterprises

Increase of profitableness on unit capital- investments (due to economy of alive work, materials and energy);

Cost of materials, machines and the equipment (Its decrease allows raising profitableness of deliveries;

The market shares

a degree of need for rhythmical deliveries according to the schedule and standards of qualities;

the requirements shown to integrated approach Or to reduce of selling of the price for expansion

a degree of interest in a low level of prices;

a degree of interest in conformity attitudes with the supplier standard to norms

13. Essence, value and signs of market segmentation. Ермекбай Сания Бахытқызы

The Segment of the market is a part of the market, group of consumers of the products possessing certain similar attributes and essentially differing all other groups and sectors of the market.

Segmentation of the market is a process of division of the market on separate groups of buyers, by each of which the separate goods can be demanded.

Principles of segmentation:

· The Geographical principle: an arrangement of the market, number and population density, structure of commercial activity,

· The Economic principle: a level of the consumers income, dynamics of region development, a rate of inflation, legal restrictions, a level of market attitudes development and economic communications;

· The Behavioural principle: an occasion for fulfilment of purchase, required benefits, the status of the user, intensity of consumption, a degree of adherence, knowledge of the goods, the attitude to the goods.

· The Pcyhografic principle: a social standing, a way of life, type of the person;

· The Demographic principle: structure of family, a stage of family life cycle, an occupation, formation, religious beliefs, race, a nationality.

14. Process of market segmentation and selection terms of segments Ерсайын Нұрбол Бауыржанұлы

Process of the market segmentation includes three of consecutive stages.

1. To establish criteria for selection of segments:

• Similarity of needs inside of a segment;

• Opportunity of creation of distinctive advantages from the competitor;

• The size of a segment;

• Potential of growth of a segment;

• Availability of segments.

2. To develop strategy of segments selection:

• One goods for one segment (the concentrated segmentation);

• One goods for several segments (expansion of segments);

• Some goods for one segment (assortment segmentation);

• Some goods for several segments (the differentiated segmentation).

3. To lead positioning on target segments.

Following basic directions of segmentation Are allocated:

• Strategic;

• Grocery;

• Competitive.

15 The Basic criteria of segmentation for the commodity market: Есеналиева Арайлым

1. Quantitative parameters of a segment (its capacity, number of potential consumers, etc.)

2. Availability of a segment to the enterprise (Trade channels, conditions of storage, transportation, etc.)

3. Importance of a segment (stability of a segment to the basic uniting attributes)

4. Profitableness (potential profitability of work of the enterprise on the allocated segment)

5. Compatibility of a segment with the market of the basic competitors

6. Security of a target segment from a competition (a degree of competitiveness, potential competitors in the given segment, merits and demerits of the enterprise-competitor)

7. The Opportunity of effective work on the chosen segment of the market (a degree of readiness of the enterprise to productive work)

8. Measurability

9. Appreciable differences from other groups

16. Choice of a segment Әлібек Дана Әбдімәлікқызы

it is possible to tell, that estimation of a segment includes two basic moments:

· Appeal of a segment;

· Opportunities of campaign in relation to the given segment.

Appeal of segments is defined by several parameters:

· Expected relative and absolute profitableness of segments;

· Current sales volumes and rates of their growth.

Benefits of segmentation:

1) enables to offer any group of consumers the goods most suitable and services to it;

2) it is better to understand own competitive positions and why percept the market the offered production;

3) allows to develop strategy of attraction yet not captured potential buyers in the chosen segments;

4) to find new niches in the large segments;

5) to use the special channels for reducing expenses of distribution.

17. Process of positioning of goods in the market. Әшірбек Балнур Тұрсынбайқызы

Positioning is considered as process of image of the goods formation of perception (or the enterprises) in consciousness of consumers on the target group concerning the goods (enterprises) of competitors on those advantages and benefits which they can receive. Positioning assumes a choice of criteria and parameters, map development of perception and an estimation of a taken position.

Strategy of positioning is a way of creation in the target market of the complex offer better, than competitors, for attraction of potential consumers. There can be various variants:

• Strengthening of existing positions. The borrowed position is comprehensible. It should be strengthened;

• Gradual repositioning . Gradual adaptation to consumer requirements (detergent powders through updating of a compounding; strengthening of image, etc.);

• Radical repositioning . Reconstruction of a situation: essential changes in functional and emotional properties; capture of a new niche; the appeal to new values, etc.;

• Replacement of competitors from a taken position. A position in a segment optimum, but competitors interfere and try to borrow the certain niche. They should be superseded.

18. Product characteristic and classification Әшірәлі Ерболат Сәбитұлы

A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, person, places, properties, organizations, information, and ideas. The customer will judge the offering by three basic elements: product features and quality, services mix and quality, and price appropriateness. As a result, marketers must think about the level of each product's features, benefits, and quality

Product Levels

Marketers plan their market offering at five levels, as shown in Figure 1. Each leva1 adds more customer value, and together the levels constitute a customer value hierar­chy. The most fundamental level is the core benefit: the fundamental service or benefit that the customer is really buying.

At the second level, the marketer has to turn the core benefit into a basic prod­uct. At the third level, the marketer prepares an expected product, a set of attributes and conditions that buyers normally expect when they buy this product.

At the fourth level, the marketer prepares an augmented product that exceeds customer expectations. In developed countries, brand positioning and competition take place at this level. (In less-developed countries, competition takes place mostly at the expected product level.) Product augmentation leads the marketer to look at the user's total consumption system: the way the user performs the tasks of getting and using products and related services. As Levitt notes: "The new competition is not between what companies produce in their factories, but between what they add to their factory output in the form of packaging, services, advertising, customer advice, financing, delivery, and other things that people value."

At the fifth level stands the potential product, which encompasses all of the possible augmentations and transformations the product might undergo in the future. Here, a company searches for entirely new ways to satisfy its customers and distinguish its offer.

19. Product Classifications Жақыпова Өлмес Бауыржанқызы

Marketers have traditionally classified products on the basis of four characteristics: durability, tangibility, consumer behavior and aim of using. Each product classification is associated with a different marketing-mix strategy.