Question
अवनति अवस्था (Decline Stage)
Answer :
Word Count : 1431
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अवनति अवस्था उत्पाद जीवन चक्र की वह अवस्था है जिसमें किसी उत्पाद की बिक्री, बाजार हिस्सेदारी और लाभ में लगातार कमी आने लगती है। यह अवस्था तब उत्पन्न होती है जब उत्पाद अपनी परिपक्वता के बाद उपभोक्ताओं के बीच अपना आकर्षण खोने लगता है और बाजार में उसकी मांग घटने लगती है। विपणन प्रबंधन में उत्पाद जीवन चक्र का अध्ययन इसलिए महत्वपूर्ण है क्योंकि प्रत्येक अवस्था में उत्पाद के लिए अलग-अलग विपणन रणनीतियों की आवश्यकता होती है। अवनति अवस्था में विपणन प्रबंधक के सामने सबसे बड़ी चुनौती यह होती है कि वह यह निर्धारित करे कि उत्पाद को बाजार में बनाए रखना है, उसमें सुधार करना है, उसके बाजार को सीमित करना है या अंततः उसे बंद कर देना है। अवनति अवस्था के कई कारण हो सकते हैं। सबसे प्रमुख कारण उपभोक्ताओं की बदलती आवश्यकताएँ और पसंद हैं। समय के साथ उपभोक्ता अधिक सुविधाजनक, आधुनिक और प्रभावी उत्पादों की ओर आकर्षित होते हैं। परिणामस्वरूप पुराने उत्पादों की मांग कम हो जाती है। तकनीकी प्रगति भी अवनति का एक महत्वपूर्ण कारण है। नई तकनीक से बने उत्पाद पुराने उत्पादों की तुलना में अधिक उपयोगी, तेज, सस्ते या सुविधाजनक हो सकते हैं। उदाहरण के लिए, डिजिटल तकनीक के विकास के कारण पारंपरिक कैमरा, वीडियो रिकॉर्डर और कुछ पुराने इलेक्ट्रॉनिक उत्पादों की मांग में भारी कमी आई। प्रतिस्पर्धा में वृद्धि भी उत्पाद के अवनति चरण में पहुँचने का कारण बनती है। जब बाजार में नए और बेहतर विकल्प उपलब्ध हो जाते हैं, तो उपभोक्ता पुराने उत्पाद को छोड़कर नए उत्पादों को अपनाने लगते हैं। इसके अतिरिक्त, सरकार की नीतियों, सामाजिक एवं सांस्कृतिक परिवर्तनों, आर्थिक परिस्थितियों और पर्यावरणीय चिंताओं के कारण भी किसी उत्पाद की मांग घट सकती है। कभी-कभी उत्पाद स्वयं बाजार की आवश्यकताओं के अनुरूप परिवर्तन करने में असफल रहता है, जिससे वह धीरे-धीरे अप्रासंगिक हो जाता है। इस अवस्था की प्रमुख विशेषता बिक्री में निरंतर गिरावट है। उत्पाद की बिक्री घटने के साथ-साथ बाजार हिस्सेदारी भी
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