Stages Of The Consumer Decision Making Process – Learn what influences customer choice and get tips for every step of the customer decision-making process in this comprehensive article.
Have you ever considered that the most important step in the sales process might not be when the customer transfers their money? When it comes to buying a product or service, consumers go through a decision-making process. Purchasing decisions are influenced by a variety of factors, and as a result, every step of the consumer decision-making process is important. Brands that want to succeed must focus on each step of the sales process and better understand the different levels of customer behavior.
Stages Of The Consumer Decision Making Process
Decision making in psychology refers to the process of choosing a belief or action from among possible options. It can be based on logic or emotion, and is shaped by a person’s values, preferences and perspectives. The result of this process is a final decision, which may or may not lead to action. The decision-making process serves as a means of finding solutions to problems and achieving desired goals. Therefore, for customers, it is a way to respond to their needs and concerns.
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The first step is when the client realizes that something is missing in their life that needs to be addressed. A need can be a physical or emotional need, such as hunger or sadness, or it can come from an external stimulus, such as seeing an advertisement or smelling a tasty meal. If you can figure out when your target demographic is developing these needs or wants, it’s the perfect time to market to them.
For example, an internal stimulus, such as hunger, may lead a consumer to seek a restaurant. Conversely, external stimuli, such as advertising, can influence a consumer’s desire for a particular product. Then this desire, or “desire,” can lead to an interest in learning how to achieve it.
This A&W restaurant billboard makes drivers want to grab a tasty burger and milkshake on the way.
When customers know they need a product or service, they will want to gather information to understand how they can satisfy that need, which leads to the second step.
Consumer Decision Making Process Consists Of Needs Recognition, Information Search, Evaluation Of Alternatives, Purchase Decision, Post Purchase Behavior 38926120 Vector Art At Vecteezy
When customers recognize a need for a product, they start looking for solutions. The decision making process is influenced by internal and external factors, as well as previous experience with the product or brand. During the data collection phase, they may visit physical stores or conduct online research such as Google.
The Internet provides consumers with more information, but word-of-mouth reviews are still influential. In fact, 86% of consumers trust recommendations from others, and 92% trust recommendations from friends and family. The amount of research a client needs to do depends on their knowledge of available solutions and the complexity of their choices.
In Sephora’s Beauty Insider community, customers can create videos, upload photos and share beauty tips, inspiration, news and advice from real people, in real time.
The next step in the process is for customers to select the brands, products and services they have researched. At this point, customers set their preferences and requirements for what they want from the product. Now they consider alternatives and may emphasize such as price, additional features, availability or even personal preferences such as color or design.
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At this stage, customers have discovered your brand and are using your website or other channels to decide whether to buy from you or your competitors. They evaluate options based on how your product and brand match their needs. To minimize the risk of a bad investment, they want to make sure there are no better options available to them.
The fourth stage of the consumer decision making process is called the “purchase decision” stage. During this stage, customers make the final decision about the product or service they are going to buy. They evaluate all the options and choose the one that best suits their needs and desires.
Google Shopping is one of the biggest price comparison tools and works like a search engine. Customers type the product they want to buy into the search bar and thousands of results are generated. Once they select the one that best suits their requirements, they are directed to the vendor of their choice.
The fifth step in the customer’s decision making process is “post-sale evaluation”. During this stage, customers think about their purchase and evaluate whether they are satisfied or not.
Consumer Decision Making Process Stock Illustration
Amazon has mastered the art of increasing revenue through sales tracking techniques. Please note that product recommendations must be consistent with a customer’s previous purchase. (Image source)
Post-sale evaluations can have a significant impact on future customer decisions. A positive rating can lead to purchases and recommendations from others, while a negative rating can result in losing a customer. Companies should strive to provide a great post-purchase experience to encourage repeat business and positive word of mouth.
Understanding all the factors that influence the consumer’s decision-making process is important for marketers to simplify the targeting process and create more focused and effective marketing campaigns. It is important to remember that the consumer’s purchase decision does not have to be rational, but can also be influenced by feelings and attitudes. It also depends on the type of product they want to buy. Customers can even skip steps or even go back to previous steps in the process. Companies should be aware of this and try to appeal to the emotions of their target market to drive sales.
However, implementing a loyalty program and inviting customers to join for additional benefits and rewards can be a great way to encourage customers to continue shopping. Find out more from our loyalty experts about how they can help you. Just book a demo or send us an RFP to get detailed answers.
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Don’t forget to download the Global Customer Loyalty Report, an in-depth report that outlines current and future industry trends to help you navigate the world of next-generation loyalty programs.
Barbara is a Certified Loyalty Program Specialist and Certified Loyalty Marketing Specialist – CLMP. He is also an expert writer with many years of experience in the marketing and information technology industries. In her spare time, she enjoys traveling the world, reading crime novels and solving crossword puzzles.
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By clicking “Accept and Close” you consent to the processing of your data by us and third parties using the above methods. You can always change your tracking preferences by visiting our cookie policies page. For more information, see our privacy policy. The consumer decision process includes five basic steps. This is the way customers evaluate to make a purchase decision. The 5 steps are problem identification, information search, alternative evaluation, purchase decision, and post-purchase evaluation.
The consumer decision-making process may seem mysterious, but all consumers go through basic shopping steps to determine which products and services best suit their needs.
Pdf] Chapter 8 Consumer Decision Making
Think about your thinking process when shopping – especially when it’s something big, like a car. Think about what you need, research and compare your options before making a purchase decision. And you often wonder if you made the right call.
If you work in sales or marketing, make a big impact by putting yourself in the customer’s shoes and reviewing the steps in the customer’s decision-making process.
The first step in the customer decision making process is to identify a need for a service or product. Recognizing a need, whether internal or external, leads to the same response: desire. Once consumers identify a want, they must gather information to understand how to satisfy that want, which leads to the second step.
But how can you influence customers at this stage? Since practical motivation comes from within and includes basic inputs such as hunger or lifestyle change, focus your sales and marketing efforts on external stimuli.
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Create a comprehensive brand campaign to build brand awareness and recognition – you want customers to know and trust you. Most importantly, you want them to feel like they have a problem that only you can solve.
Example: Winter is coming. This particular customer has several light coats, but will need a heavy winter coat if he wants to survive the snow and cold temperatures.
When researching options, consumers again rely on internal and external factors, as well as the past
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