The Impact Of Marketing Research On New Product Development
[NIGERIA BOTTLING COMPANY]

The purchase funnel illustrates the relative number of prospective purchase over time.
    The basic AIDA model is one of the longest serving hierarchical models, having been in the for more than a century using a hierarchical system, such as AIDA, provides the marketer with a detailed understanding of how target audience change over time and provides insights as to which types of advertising messages from step to step, the total number of prospects diminishes. The phenomenon is sometimes described as a “purchase funnel”. A relatively large number of potential purchases become aware of a product or brand, then a smaller subset becomes interested with only a relatively small proportion moving through to the actual purchase. The effect is also known as “customer funnel”, “marketing funnel”, or “sales funnel”. The model is also used extensively in selling and advertising. According to the original model, “the steps to be taken by the seller at each stage are as follows. 
Stage I: Secure attention
Stage II: Hold attention through interest
Stage III: Arouse Desire
Stage IV: Create Confidence and Belief
Stage V: Secure Decision and Action
Stage VI: Create Satisfaction
Criticisms
    A major deficiency of the AIDA model, and other hierarchical models, is the absence of post-purchase effects such as satisfaction, consumption, repeat patronage behavior and other post-purchase behavioural intentions such as referrals or participating in the preparation of online product reviews. Other criticism include the model’s reliance on a linear nature hierarchical sequence in empirical studies, the model has been found to be a poor prediction of actual consumer behavior. In addition, an extensive review of the literature surrounding advertising effects, carried out by Valcratsas and Ambler found little empirical support for the hierarchical models their reliance on the concept of a linear, hierarchical response process. Indeed, some research suggests that consumer process promotional and effective (feeling) simultaneously. This insight has led to the development of a class of alternative models, known as integrative models.
Variants
    In order to redress some of the model’s deficiencies, a number of contemporary hierarchical have modified or expanded the basic AIDA model. Some of these include post purchase stages, while other variants feature adaptations designed to accommodate the role of new, digital and interactive media, including social media, and brand communities. However, all follow the basic sequence which includes cognition-affect-behaviour selected variants of AIDA.
Basic AIDA Model: Awareness-Interest-Desire-Action
Lavidge et al’s Hierarchy of Effects: Awareness – knowledge – liking – preference – conviction – purchase.
Mc Guire’s model: Presentation – attention – comprehension – yielding – retention – behavior
Modified AIDA Model: Awareness – interest – conviction – desire – action (purchase or consumption).
AIDAS Model: Attention – interest – desire – action – satisfaction
AIDAs love model: Awareness – interest – search – desire – action – like/dislike – share – love/hate
2.5    HIERARCHY OF EFFECTS THEORY
    The hierarchy of effects model which tells advertisers to make an advertisement in such a way that the customer goes all these six stages namely awareness, knowledge, liking, preference, conviction and purchase. It is created by Robert Lavidge and Gary A Steiner in 1961, the hierarchy of effect model suggests six steps to consumer buying behavior.