The mental process that every potential customer goes through from the awareness of a product to its rejection or becoming loyal customers. (1) Awareness: The potential customers come to know about the product but lack the necessary information on it, (2) Interest: They try and search for information on it, (3) Evaluation: They weigh its pros and cons, (4) Trial: They purchase it for the first time to determine its utility and quality, (5) Adoption/rejection: They decide to continue using it or reject it completely.

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