What is AIDA concept related with purchase decision in marketing management?
The AIDA model is more a model for effective selling rather than purchasing, although selling and purchasing can be considered as just two facet of the same selling process. The Name AIDA has been formed by first letter of four words that represent sequential steps in an effective selling process. These are Attention, Interest, Desire and Action.
As per AIDA model, a salesperson can achieve most effective results by following the four sequential steps while interacting with a prospective customer.
- Attract attention: In this step the sales person only attracts the customers attention so that the customer will agree to continue the meeting with sales person and pay attention to what is being said.
- Create interest: In this the step the salesperson provides information about the product that arouses the customer's interest. This means that customer is interested to know more about the product, but is not really thinking of buying it.
- Kindle Desire: Here the salesperson links the product and its features to the needs and wants of the customer. This results in customer perceiving the product as a means of satisfying his needs and wants, and doing this better than other competing products.
- Take action: Just because the customer is convinced about utility of a product and desires to buy it does not mean that he or she will actually decide to buy it immediately. The salesperson must further lead the prospect to place the order. This is also called the process of closing the sale.
AIDA stands for Attention,Intrest,Desire and Action .Its a procedure used by a business to attract customers and making them buy their product.First the firm targets the attention of all the customers by different activities like tv ads,newspaper ads etc.If the ad is directed or targeted to wrong audience there will be no room for the second element that is intrest.Thirdly if correct audience is targeted the customers may give the product a trail.If its a product of better quality,fulfills its functions and has an appealing and satisfactory pakiging and price the customer may turn his intrest into desire and become a loyal customer to the particular brand.