Marketing professionals must understand the consumer experiences in making purchase decisions. Keep the following questions in mind as you discuss this process:
What are the stages of the consumer purchase decision process?
What is the purpose of each stage?
How can marketers use this understanding to help consumers acquire the products and services they need and/or want?
To answer the first question, the stages of the consumer purchase decision process can be broadly divided into five steps: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
1. Problem Recognition: This is the stage where consumers become aware of a need or desire for a product or service. It may occur due to an internal trigger (e.g., a personal need) or an external trigger (e.g., an advertisement).
2. Information Search: Consumers seek information to gather knowledge and evaluate available options. They may engage in internal search (using their memory and personal experiences) or external search (using various sources like friends, family, search engines, reviews, etc.).
3. Evaluation of Alternatives: Consumers assess different products or service options, weigh their attributes and benefits, and compare them against each other. They consider factors such as price, quality, features, and brand reputation.
4. Purchase Decision: After evaluating the alternatives, consumers make a decision to purchase a specific product or service. This decision is influenced by personal factors (e.g., budget, preferences, past experiences), external factors (e.g., recommendations, marketing messages), and situational factors (e.g., availability, urgency).
5. Post-Purchase Evaluation: After the purchase, consumers evaluate their satisfaction with the product or service. They compare their expectations with the actual experience and may experience either post-purchase satisfaction or dissatisfaction.
Now, moving onto the purpose of each stage:
- Problem Recognition helps consumers identify their need or want, which serves as the trigger for the entire purchase process.
- Information Search is essential for consumers to gather relevant information about available options, evaluate their attributes, and make informed decisions.
- Evaluation of Alternatives allows consumers to compare options and determine which product or service best satisfies their needs, wants, and preferences.
- Purchase Decision marks the point at which consumers decide to acquire the chosen product or service, involving considerations of affordability, convenience, and other influencing factors.
- Post-Purchase Evaluation enables consumers to determine if their expectations were met, leading to satisfaction or dissatisfaction. This evaluation influences future purchase decisions and brand loyalty.
To help consumers acquire the products and services they need or want, marketers can use this understanding in several ways:
1. Understanding the consumer purchase decision process allows marketers to align their messaging and strategies to each stage. By recognizing consumers' needs, providing relevant information, and addressing concerns, marketers can guide them through the process.
2. Marketers can create awareness about their products and services through targeted advertising and promotions, triggering consumers' problem recognition stage.
3. Providing easily accessible and accurate information about products and services helps consumers in their information search stage, building trust and aiding decision-making.
4. Marketers can highlight the unique selling propositions, benefits, and advantages of their offerings during the evaluation of alternatives stage to influence consumers' perception and preference.
5. Offering competitive pricing, attractive deals, and convenient purchasing options can facilitate the purchase decision stage, making it easier for consumers to acquire the desired products or services.
6. After the purchase, marketers can focus on providing exceptional customer service, addressing any concerns, and encouraging positive post-purchase evaluations. This can lead to customer satisfaction, repeat purchases, and positive word-of-mouth.
By understanding and aligning their marketing efforts with the consumer purchase decision process, marketers can effectively influence and assist consumers in acquiring the products and services they need or want.