Association of Chartered Certified Accountants (ACCA) Certification Practice Test

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What is the first behavioral stage of promotion?

Action: an actual purchase
Awareness of the product
Desire to buy
Interest in the product

The correct answer is: Awareness of the product

The first behavioral stage of promotion is awareness of the product. This stage is crucial because it represents the initial step in the consumer's journey. Before a potential buyer can consider or desire a product, they must first be aware that it exists. This stage often involves marketing and promotional efforts aimed at informing consumers about the product, its benefits, and its features. At this point, consumers might not have any particular feelings towards the product, nor have they taken any actions related to purchasing it. They are simply being introduced to the product and starting to recognize its presence in the market. Creating awareness is essential because it lays the foundation for the subsequent stages of interest, desire, and ultimately, action (purchase). Without awareness, there can be no further progression in the consumer's decision-making process.