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The ATAR acronym (Awareness, Trial, Availability, Repeat), is based on the concept of 'Diffusion of Innovation'. For someone to be considered a reliable customer of a new product or service, they must first know it exists (Awareness). Once someone is aware of the existence of the new product, they need to opt to try it out (Trial). After someone has opted to try it out, they need to be able to actually purchase the product (Availability). If they are happy with the experience, they may adopt the product and become repeat buyers (Repeat).