3.10 : 신제품에 대한 구매 행동

Consumers encountering a new product exhibit different buying behaviors than when encountering a familiar one.

This difference arises from the unfamiliarity with the new product, which increases the perceived risk associated with the purchase.

Curiosity, caution, and the desire for assurance influence their behavior.

Consumers often await additional information or social proof before making such purchases.

The buying behavior for a new product is the process individuals go through when contemplating, evaluating, and deciding to purchase a newly introduced item.

It involves stages such as product awareness, product interest, pre-purchase product evaluation, product trial, and adoption.

Marketers facilitate adoption by creating awareness, highlighting unique features, and establishing a strong value proposition. These efforts aim to instill confidence and generate interest in the new offering.

Additionally, providing product samples and considering feedback from friends, family, or influencers proves valuable, helping customers experience the product, overcome resistance, and make informed adoption decisions.