Arrange the following Buyer-Readiness stages in correct sequence from starting to end. A. Knowledge B. Awareness C. Preference D. Conviction E. Liking Choose the correct answer from the options given below:
B, A, E, C, D
B, A, E, C, D — option 1: Awareness, Knowledge, Liking, Preference, Conviction, followed by Purchase.
The six buyer-readiness stages. These are the states a buyer passes through on the way to a purchase, and the marketer’s task is to find out where the target audience currently stands and move it to the next stage.
| Stage | State of the buyer | Communication task |
|---|---|---|
| 1. Awareness | Knows the brand exists, perhaps only the name | Build recognition —> repeated exposure, simple messages |
| 2. Knowledge | Knows what it is and what it does | Supply information about features and benefits |
| 3. Liking | Feels favourably towards it | Build positive feeling; if disliking rests on a real fault, fix the fault first, since no advertisement survives a bad product |
| 4. Preference | Prefers it over competing brands | Promote quality, value and performance relative to rivals |
| 5. Conviction | Is convinced he should buy it | Close the gap between preference and belief — testimonials, trials, guarantees, demonstrations |
| 6. Purchase | Acts | Remove the last frictions — price offers, limited-period discounts, easy availability |
The three-fold logic underneath. The stages fall into the classic hierarchy of effects :
| Domain | Stages |
|---|---|
| Cognitive — think | Awareness, Knowledge |
| Affective — feel | Liking, Preference, Conviction |
| Behavioural — do | Purchase |
Knowing must precede feeling, and feeling must precede acting —> which is enough to place awareness and knowledge first and conviction last, identifying option 1 without recalling the whole list.
Why the distinction between liking, preference and conviction matters. They look similar but they are different problems. A buyer may like a brand and still prefer another; he may prefer it and still not be convinced it is worth buying now. Each gap calls for a different message, which is why the stages are kept separate rather than collapsed into “attitude”.
Hence, the answer is B, A, E, C, D.
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