Consumers undergo a process every time they choose to buy a product. This presentation shows what happens before and after the purchase, and some tips marketers have to remember based on the process.
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5 Stages of Buying Decision Process
1.
2. How do consumers
decide what and which
product to buy?
Here’s the process:
1 2 3 4 5
Post-purchase
behavior
Need
recognition
Search for
information
Evaluation of
alternatives
Purchase
decision
4. I haven’t eaten lunch yet.
I’ll buy some food at the
supermarket.
That dish looks and
smells so good. I’ll give
it a try.
Internal need: External need:
6. Already present in the
consumer’s memory
How was my experience
with this camera brand
last year?
Obtained from other
consumers
How do professional
photographers rate this
camera?
Internal
information:
External
information:
8. This laptop is small, light,
and has long battery life.
Perfect for traveling.
This laptop’s graphic card,
hard drive and operating
system are ideal for coding.
Consumers consider different
attributes.
10. Factors that may affect
purchase decision:
Customer service
during actual
purchase
Promotions Shop’s terms
and conditions
Website UI and UX
(for online shopping)
11. Post Purchase Behavior#5
Consumer determines if he or she
made the right purchase.
Satisfied consumers will most
likely share their experience and
become loyal customers.
“A customer talking about their experience with you is worth ten times
that which you write or say about yourself.” ― David J. Greer
12. Based on this buying
decision process, what
should marketers and sales
people remember?
13. Reinforce your brand through marketing
strategies. Let consumers feel the need.
Billboards Social media
promotions
Flyers
1
15. Internet forums Social media
comments
Online reviews
SMS
@
Monitor and manage customers’ questions
and feedback.
3
16. Train sales and
customer representatives
Review warranty
policy if applicable
Establish a complaint
handling process
Enhance customer relationships.
4
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