Answer:
The customer buying decision process is rarely linear. Customers typically don’t start at point “A” and move through each subsequent step of the buyer’s journey until they reach the finish line. Instead, customers move into the purchase funnel different phrases. They may enter early at the top or middle of the funnel or join late in the journey right before they make their purchase.
So brands need to have a strategy to catch customers at each entry point and know how to market to prospects at each stage of the buying decision process.
Before you can optimize your customer’s buying decision process, you must be clear about what it entails. You must know the consumer buying process definition.
The buying decision process is the path that customers take while moving toward doing business with you. It’s similar to a purchase funnel in that it is a downward flowing path that starts wide at the top (as prospects become aware of a brand) and ends more narrowly at the bottom (as prospects becoming paying customers).
It’s frequently described as a five-stage consumer decision-making process that includes the following phases of consumer activity.
5 Stages of the Consumer Buying Decision Process
1. Need Recognition
The buying decision process begins when a consumer realizes they have a need. They become aware they have a problem they want to solve or a gap they want to fill.
At this point, the customer may or may not know what will solve their problem. They may only be aware that they want to change their reality or situation. Or they may have an idea about what will help them but are not quite sure which brand, product, service, or solution will provide the best option.
Customer Examples: A consumer buying process example at this phase could be a college freshman, Sarah, who has a computer that is starting to run slowly. She is getting ready to start the semester and needs a computer that will efficiently help her with her assignments.
Or, it could be a project manager, Joe, who is tired of his team using an outdated method of Excel spreadsheets for keeping track of their projects. He needs a new tool or system for project management.
2. Information Search
The next phase of the buying decision process begins when the customer starts looking for information that will help them solve their problem. They know they need something to fix their situation but aren’t sure which solution is best for them.
The customer starts searching for information that will help him or her better understand their situation and identify what will fix their issues. At this point, the customer frequently turns to online research and conducts searches to find solutions.
Customer Examples: Sarah, the college student may start seeking information to help resolve her immediate problem, which is speeding up her computer. Depending on what she finds, she may also begin searching for options for purchasing a new computer.
The project manager, Joe may start researching topics about improving project management and may find multiple software solutions that could improve his processes.
3. Option Evaluation
Once the initial information search is complete, customers start reflecting on what they learned or discovered. They begin to evaluate their options to determine which is the best solution for their problem.
Customers at this point in the buying decision process have a lot to consider. They must determine what solution is the most trustworthy, affordable, highest quality, and highest performing. They look for reasons to believe why one solution has more benefits than the other.
Customer Examples: In this phase, Sarah might be making a comparison list of multiple computers. The list may include prices, features, and reviews.
Joe is at the point where he is doing product demos to see which software best fits his needs.
4. Purchase Decision
At this point of the buying decision process, the customer is ready to pull the trigger and make a purchase. They have made their decision about which product, service, brand, or solution is best for them, and they are ready to buy.
The research and evaluation are over, so now the customer just needs a clear pathway to purchase. For a brand to help customers through this phase, you need to make it simple to buy. You also need to present additional reinforcements (like great reviews, testimonials, discounts, etc.) that will lead to purchase and avoid negative reinforcements (like bad reviews, additional expenses, barriers, etc.), which will cause customers to turn away.
Customer Examples: Now that the college student, Sarah, has decided to buy, she is likely eager to make the purchase and get her computer. She may, therefore, be more likely to buy the computer if she gets free and expedited shipping.
Joe, the project manager may need final approval for making his purchase, but he will also be eager to get going, so a free trial may be the way to get him through this phase.
5. Post-Purchase Evaluation
At the last step of the five-stage consumer decision-making process, the path to buying is complete. The customer has made a purchase. But that doesn’t mean the customer journey is complete. Now is the time when the customer reflects on whether they made the right decision.
The customer will consider if the solution accurately and fully meets their needs. They will decide if it was worth the cost and if the brand delivered on their promises. They will feel either satisfaction or buyer’s remorse. If it’s the former, the customer could come back to make another purchase. But if it’s the latter, the customer could reject the brand, never make another purchase, and even share their negative experience with others.
Examples: When Sarah makes it to this phase of her buying decision process, she is using the computer and discovering what she likes and doesn’t like. Reading resources that show her how to better utilize the computer could make her like it more.
Joe is going through a similar process. He is utilizing the tool, distributing it to his team, and hearing feedback from his colleagues. Seeing articles about how this software has helped people like him will likely improve his perception of the product.
Difference between Rural & Urban Buyers
Rural Buyers
i. Bound by tradition, social norms and religion; consumers tend to be close minded.
ii. Many consumers in high and middle income groups buy in bulk are brand conscious and look for convenience. Buying is mostly done from nearby towns.
iii. Marked preference for fresh food items; food-grains purchased in bulk.
iv. Mostly cash economy; local traders provide credit.
v. Erratic supply of electricity makes stocking of ice creams and chocolates difficult.
vi. Trips to nearby towns are a source of enjoyment, where several products are bought together.
vii. Largely a value buyer, is turned off by gimmicks.
viii. Likes direct communication in local language, rejects the modern idiom and unable to respond to bizarre humour appeals.
ix. Male-oriented products likely to do well as females are not given importance.
x. Buys products that are easily available. Exhibits brand loyal behaviour; easy bait for imitation products.
xi. Purchases are highly influenced by families or opinion leaders like elders or local shopkeepers.
xii. Buying power depends on good monsoons and harvests.
xiii For a rural consumer, radio is the another most important source of information, followed by newspaper.
Urban Buyers
i. Modernity pulling at tradition; consumers appear outwardly modern but are traditional at heart.
ii. Though families buy on a monthly basis, trips to nearby stores and supermarkets are more common. Impulse buying and consumption of fast foods is high.
iii. Preference for fresh vegetables, but processed foods also bought. Only large families buy in bulk.
iv. Credit and debit cards becoming popular.
v. Larger per capita consumption of ice creams and chocolates.
vi. Shopping for daily items is seen as a chore.
vii. Willing to try premium products; gets influenced by advertising.
viii. Communication in a mix of languages, likes quirky communications and influenced by hype.
ix. Working women and higher education for girls make female-oriented products successful.
x. Mostly brand loyal but willing to experiment, discerning about brands; lower income segments buy imitation products.
xi. Highly influenced by families, but individual preferences on the rise; dependent on online advice and peers.
xii. Buying power is stable due to a social class dependent on fixed salaries.
xiii For an urban consumer, newspaper is the another most important source of information.
