Dictionary of Marketing Terms: awareness, trial, repeat (ATR)
awareness, trial, repeat (ATR)
product-specific pattern of three key steps followed by consumers toward adopting a product. Awareness takes place as a result of the consumer learning of a particular product brand or a product's availability and its attributes. After learning of the product, consumers may make a trial purchase to test the product. If use of the product has favorable results, consumers will repeat their purchase of the product. ATR is used to determine the product adoption process.
