5 steps of the purchase decision process.
- Ariane
- 24 de jun. de 2020
- 2 min de leitura
The consumer purchase decision process refers to the stages the customer goes through when making the decision to buy a solution, service or product. This process is presented in 5 stages:
1. Problem / need recognition
This is the first stage of the consumer decision making process. This is the moment when they realize they have a problem or need something. This need is often created by a stimulus, such as advertisements and word-of-mouth from friends or close people. For example, you can't make the consumer hungry, but you can make them want to eat, with the right external stimulus.
2. Information search
At this stage, the consumer begins to conduct searches seeking to find out more about the problem / need that he has ; also seeking for alternatives to supply them.
They will probably use the internet to look for products that can satisfy their need, so your company should try to draw the attention of this customer, offering information, but limiting it to a didactic content in order to gain trust, and not focusing so much on sales at this point (first impression).
3. Evaluation of alternatives
This is the stage which the consumer evaluates the alternatives presented to solve his problem.
Your role here is to offer suggestions, still using the didactic method, but in a different way, such as using comparisons between products, expert guides, interacting with them, among others, in order to show the benefits of your product / service.
Do a search within your audience to understand what solutions your customers are looking for, and focus your content advertising to them. Here you can add more information about your product / service, convincing you that your product / service will be the best choice.
4. Buying decision
In this part, the consumer analyzes all the options given to him, and makes his decision, among the products and services offered. Having in mind the profile of your consumer and his defined personas will assist in the application of mechanisms that facilitate his convincing.
The consumer will be more likely to buy products that have an affordable price, so this is another issue to be developed in your business.
5. Post-purchase evaluation
This is the last stage of the process, which represents the consumer's action after determining whether or not there is satisfaction with the product purchased. This is where cognitive dissonance occurs: a psychological discomfort after making the purchase. "Was that the best choice?"
Remember that if the consumer is satisfied, there are good chances to make the purchase again and indicate your company, however, if he does not like what he bought, he may end up providing a low rating, requiring exchange, or even return the item. product.
The customer has the power both to attract and to drive away possible customers, so pay attention to this and follow the opinions that are provided.
These are the 5 cases that the consumer starts to make a decision to purchase a product.
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