In the initial introduction of the Prius, Toyota put much effort into building awareness of the emerging need for hybrid cars and also educating potential customers about what a hybrid car actually is. ?This is an example of the __ ?stage in the AIDA model.
A decision
B action
C desire
D attention
E interest
The Correct Answer and Explanation is :
The correct answer is D) attention.
The AIDA model represents the stages that a customer goes through in the process of making a purchase decision. The stages are:
- Attention: Capturing the potential customer’s interest.
- Interest: Fostering a deeper interest in the product.
- Desire: Creating a strong want for the product.
- Action: Encouraging the potential customer to make a purchase or take another relevant action.
In the case of Toyota’s introduction of the Prius, the company focused on building awareness about the need for hybrid cars and educating potential customers about what a hybrid car is. This aligns with the Attention stage because Toyota’s initial efforts were aimed at grabbing the attention of potential buyers. They worked to make people aware of the hybrid technology, which was new at the time, and the benefits it offered, like fuel efficiency and environmental friendliness.
During the Attention phase, marketing efforts are focused on making consumers aware of the product or service. In this case, Toyota recognized that many consumers were not familiar with hybrid technology and might be unsure of how it worked or how it could benefit them. So, they had to educate the public, drawing attention to the Prius and the concept of hybrid vehicles as a whole. This stage typically involves ads, promotions, public relations efforts, and any activity that generates awareness.
By focusing on creating awareness and educating the market, Toyota was laying the groundwork for later stages of the AIDA model—Interest, where consumers might begin to explore the product more, Desire, where they start to want the product, and ultimately Action, where they might make a purchase. However, at the outset, it was critical for Toyota to first capture people’s attention to the concept of hybrid cars.