Consumer Buying Process

CONSUMER BUYING DECISION PROCESS
STEP 1: PROBLEM RECOGNITION
• A buying process begins when a customer realizes they have a need or a want caused by internal or
external stimuli.
• Internal stimuli is concerned with the personal perception of the buyer, like hunger, thirst, the
requirement to replace old items etc.
• External stimuli is caused by influence of external factors like advertisements, social trends, or
someone motivating you etc.
• With any online business, on the other hand, the best way to influence the “problem recognition”
stage is through content marketing.
STEP 2: INFORMATION SEARCH
• Customer begins searching for information to help them find the best solution to their problem.
• He might turn to social sources like friends, family and colleagues; psychological sources like
experience, trust; or commercial sources like product pamphlets, sales people etc.
• While the marketer can’t really talk the above-mentioned friends or family members into endorsing
your product, there are several things he could do:
1. Focusing on the Product – If your product is really good, people are going to start being your brand
advocates, and you won’t even have to pay them!
2. Build Authority –It could mean working on your company web presence, for example, so that it’s easy
for your customers to find you and learn more about your product.
3. Reviews & Partnerships - Establishing connections with experts in your field (or bloggers, review
websites, etc.) will help you stand out.
STEP 3: EVALUATION OF ALTERNATIVES
• Utility Theory: Customers perform rational, quantitative calculations to maximize personal utilities.
• At this point, shoppers are making a list and checking it twice.
• They’re aware of your brand, have been brought to your site, and are now evaluating whether to
purchase from you or a competitor.
• They want to make the best choice. No regrets!
• 53% of consumers say UGC makes them more confident in purchase decisions, according to our survey
of over 7,000 global shoppers.
STEP 4: PURCHASE DECISION

• The shopper has read your product reviews, scrolled through the Q&A, and decided you’re the chosen
one — the vendor they’ll trust with their purchase.
• Not so fast. You can still lose a customer at this crucial stage of the consumer buying process.
• Customer's hesitation is completely normal, especially when towards trying a new brand or spending
a large amount of money.
• At this point, customers need a sense of security. They also needed to be reminded of the problem
that brought them here in the first place.
• And should a customer leave at this stage, send out email reminders or offer slight discounts to lure
them back.
STEP 5: COMPLETING THE PURCHASE
• Nearly 70% of shopping carts in the e-commerce industry were abandoned before checkout.
• Make it as easy as possible for your customers to buy from you.
Does your website load too slowly?
Can they order from their phone just as easily as on a desktop?
These are questions you should consider.
• Let’s say if your payment processing software is being laggy, they might just decide to ditch and may
even go to your competitor!
STEP 6:POST PURCHASE EVALUATION
• Product has been purchased.
• You now have the unique opportunity to turn the buyer into a repeat customer by keeping them
engaged with your brand or store.
After all, customer retention is easier and cheaper than new customer.
And how to retain them?
1. Good customer service
2. Follow up e-mail and Surveys
3. Fair treatment
• Ask your customers for feedbacks to enhance customer satisfaction and build brand loyalty.
• Encourage them to rate and review the product which will again help usher new customers.
Conclusion:
Understanding these six stages can help marketers improve their conversion rate and increase revenue
for their business!
Understanding how a consumer makes each decision in the buying process is essential for brands and
retailers who want to convince shoppers to hit that add to cart button.

Consumer Buying Process

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Consumer Buying Process

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CONSUMER BUYING DECISION PROCESS

STEP 1: PROBLEM RECOGNITION

STEP 2: INFORMATION SEARCH

STEP 3: EVALUATION OF ALTERNATIVES

• At this point, shoppers are making a list and checking it twice.

• They want to make the best choice. No regrets!

STEP 4: PURCHASE DECISION

STEP 5: COMPLETING THE PURCHASE

• Make it as easy as possible for your customers to buy from you.

Does your website load too slowly?

Can they order from their phone just as easily as on a desktop?

These are questions you should consider.

STEP 6:POST PURCHASE EVALUATION

• Product has been purchased.

And how to retain them?

1. Good customer service

2. Follow up e-mail and Surveys

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