When purchasing a product or service, buyers go through a series of sequential processes. The customer’s buying process happens when customers are making a purchase choice. Recognizing needs and wants is an essential part of every typical consumer purchase. The next step is to thoroughly investigate the available options, followed by a thorough evaluation of each one. Finally, the purchase is made, and the post-buy review follows.
Let’s take a look at the various stages of a customer’s buying process:
Identifying the Issue
Here’s the first step of the customer’s buying process. If a customer doesn’t know what they want or need, they won’t go out and get it. When a consumer decides that they need a product, they will make a purchase. There is a gap in the market or a problem that can be rectified by purchasing a specific item.
When there is an issue, there is a need. For example, you accidentally smashed the table you were using for your business regularly. So you’ll have to go out and get a new one now that this issue has been resolved.
You may need goods, or you may just be affected by external influences that make you want something. As an illustration, think of the times when you’ve observed your peers working on a project on a laptop computer. You’ve probably also seen many commercials touting the benefits of using a laptop for project work. As a result, even if you already have a desktop computer, you’re tempted to make the switch to a laptop.
To begin, the marketer should ascertain the needs of the clients and then deliver the products that satisfy those needs.
Information Search
Information Search
At this point in the customer’s buying process, the customer has a clear idea of what they want or need. Furthermore, he is aware that he needs to purchase a product to alleviate his issue. Consequently, he is curious about the product that can alleviate his current ailment. The next step is to search for relevant data.
To identify the best answer, the customer will investigate all available possibilities. The buyer will conduct research both internally and externally. You can look at ads, publications, and videos and even ask your friends and family if they have any recommendations.
When purchasing a laptop, customers consider various factors, including the laptop’s features, pricing, discounts, warranty, customer service, and insurance, among others.
Marketing here necessitates a lot of information on the product, including films, blogs, how-to-do-it videos, and celebrity interviews.
Assessment of Different Options
By this point in the customer’s buying process, the customer has done sufficient research to determine what kind of solution will best address his issue. The next step is to look into other things that might be able to help him with his issue. Information acquired from a variety of sources is used to make decisions.
There are many product qualities that buyers use to compare similar products. Consumers base their purchasing decisions on various criteria, including the product’s appearance, functionality, perceived quality, price, and availability.
Many goods on the market can answer a consumer’s problem. Thus, the consumer must weigh the pros and disadvantages of each option before deciding.
Customers will rank their options and select a product that best meets their needs and desires at the end of this round.
Purchase Decision
Customers have already looked into a variety of options at this point in the customer’s buying process. They are well-versed in the various pricing and payment choices. Consumers here are deciding whether or not to purchase that product. They still have the option to back out of the deal and walk away at this point.
Two reasons may ‘disrupt’ a final purchasing decision, according to Philip Kotler (2009). Customers may receive unfavorable comments from their friends or other customers who have purchased the product. For example, a customer had selected a laptop, but his friend was unimpressed with the product’s specifications. He’ll alter his mind after reading this. Then, the final decision may be totally changed. Unexpected price hikes, financial difficulties, and other issues may cause consumers to abandon plans to purchase a laptop.
There are numerous different reasons why a customer might not actually purchase the items they had originally intended to. This is the time when a marketer should find out why the customer is hesitant to buy. Price, value, and consumer preferences could all be contributing factors.
To succeed in marketing, one must raise their game. Begin by reiterating the benefits of the product to the customer. Give as much information about your business and reiterate that you are the finest source for the product to meet his needs. A simple email retargeting campaign can help to seal the deal.
Post-Purchase Behavior Evaluation
Behavior Evaluation
This is the final step in the customer’s buying process, which marketers frequently overlook.
Customers compare things after they’ve purchased them to see if they live up to their expectations. There are only two possible outcomes: contentment or disappointment. If the product meets the customer’s needs, they will be satisfied with their purchase. A disgruntled customer is one who received a product that fell short of their expectations. Consumers can still be lost at this point.
An unhappy customer may believe he made a mistake. This will have a positive impact! Making a trade will be a simple process. Even if a consumer is happy, that doesn’t mean the customer will come back again.
It’s up to customers, whether they’re happy or not, to share their feedback in the form of customer reviews. Customer forums, websites, social media dialogues, and word-of-mouth are all viable avenues for this.
A marketer must ensure that the customer is satisfied with the goods to encourage repeat purchases. Brands must make an effort to offer a good experience following the purchase.
Conclusion on customer’s buying process
The Process
Marketers must understand the five steps of the customer’s buying process. Ensuring your marketing approach addresses all aspects of consumer purchasing behavior is essential.
