The Six Stages of the Consumer Buying Process and How to Market to Them
Many times, sellers believe that buying from consumers is random. That certain products appeal to certain people and the purchase will either happen or isn’t.
They approach to service and product marketing the same way that is based on trial and failure. What if there were some distinct steps that consumers go through before deciding to buy something or not?
What if there were an aim method to determine what factors go into the purchasing process, which could allow marketers to market to the right market more than just an attempt to guess?
The positive news? It’s there. In reality, the purchase process is only one step. There are six steps in the buying process. As a marketer, you can successfully market to them.
1. Problem Recognition
In simple terms, before it could make a purchase, the buyer has to have a reason for them to think that they are looking for or where they wish to be, or the way they see their situation or self is distinct from what they are. The desired outcome is not reality, and this creates an issue for the buyer.
But for the marketer, this opens up an opportunity. Suppose you take the time to ” create a problem” for the client, whether they know it is already there in the first place or not.
You’re kicking off buying. For this, begin with the concept of content marketing. Provide testimonials and facts about the advantages the product you offer could offer.
Ask questions to lure the prospective customer into the purchasing process. This helps prospective buyers understand that they need to be addressed.
2. Information Search
When a problem is discovered, the process of searching for a solution begins. They are aware of the issue, and they’re seeking answers. If it’s a new foundation, they’ll look for the foundation. If there’s a new refrigerator, they begin looking at refrigerators with all the latest technology into the mix. It’s pretty straightforward.
As a marketer, the most effective way to reach the market is to build your brand or your customers’ brand as an industry leader or an expert in a specific area. Options to consider are a Google Trusted Store or advertising partnerships and sponsorships prominently displayed on all internet collateral and materials.
Being a Google Trusted Store, like CJ Pony Parts – a prominent retailer of Ford Mustang parts – allows you to boost your search ranking and provide a feeling of security to your customers by posting your information on your site.
Enhancing your credibility can help you in the process of searching for information. This was keeping you at the forefront of the consumer and ahead of your competitors.
3. Evaluation of Alternatives
The fact that you are unique in the crowd doesn’t mean customers will purchase products or services from you. More than ever, buyers are looking to ensure they’ve done their study before making a purchase.
Due to this, although they might know precisely the things they’re looking for, however, they’ll need to evaluate other options to make sure their choice is the best one.
Marketing for this could not be any easier. Please make sure they are on your website for the analysis of options in the stage.
Geico’s top insurance company lets customers evaluate rates against other insurance companies on their website, even if competitors provide a lower cost.
This is not just a more straightforward process. Still, it also creates an established relationship between the customer and Geico, particularly when it comes to evaluating options step.
4. Purchase Decision
Surprisingly, the Decision to purchase is at the midpoint of all six steps of buying a consumer. The consumer has considered a variety of choices, they have a clear understanding of prices and payment options, and they’re contemplating whether to proceed in the buying process or wait. This is right at this point, and they can still choose to leave.
This means that it’s time to increase the marketing game by providing a sense of security and reminding customers of the reason they made purchases in the first place.
In this phase, providing all the information you can about the requirement formulated in the first step and why your company is the ideal choice to meet this need is vital.
Step 4 is the essential step when it comes to the purchase process of consumers. If clients decide to walk away from their purchase, it’s the right time to lure them back.
Retargeting or even simple emails that highlight the importance of the item being considered can force the Decision to buy even when the chance isn’t apparent. This is where the profits are either lost or made.
Marketing is equally important at this point as it was during the preceding. Marketing at this point is easy to keep simple.
Check out your brand’s purchasing procedure on the internet. Are you able to understand it? Is there too much to do? Are the loading times prolonged? Is it possible to complete a purchase, in the same way, using a mobile device as on a desktop PC?
Consider these questions and then make the necessary adjustments. If the purchasing process is demanding, customers, and thus revenues, are easily lost.
6. Post-Purchase Evaluation
Even if the purchase was made, but the process hasn’t concluded. The revenue, as well as the loyalty of customers, are easily lost.
Once a purchase has been made, it’s a given that the purchaser must determine if they’re happy with the purchase which was made or not. They will evaluate.
If a consumer feels that an unwise decision was taken, the customer could return in place. It is possible to reduce the risk by identifying the cause of dissonance and offering an easy solution.
Even if the customer is pleased with their choice to purchase, the likelihood of making a subsequent purchase through your company is subject to debate.
Therefore, sending follow-up surveys or emails that express gratitude to the buyer for purchasing a product is essential.
Make sure you understand the six phases of the buying process for consumers. Understanding this lets you ensure that your marketing plan addresses each step and results in more conversions and longer-term customer loyalty.
Frequently asked questions
Question 1. What Is Consumer Behaviour?
It’s the broad research of individuals or groups and how consumers search for or select, utilize and dispose of goods or services, experiences, or concepts that meet their demands and their impact on society and the individual.
Question 2. Customers Versus Consumers?
The term “customer” can be specific to a particular company, brand, or shop. It means someone who frequently or consistently buys a specific brand, a specific company’s product, or buys from a particular store.
For instance, someone who shops in Bata Stores or uses Raymond clothing is a client of these businesses.
At the same time, a ‘consumer’ can be engaged in activities like looking, looking, choosing, utilizing, and discarding goods such as services, experience, or concepts.
Question 3. What Are Consumer Motives?
The consumer has a reason for buying a particular product. Motive refers to a strong feeling or urge, or desire that causes a buyer to choose to purchase.
Motives for buying are defined as “influences or factors that motivate to buy and inspire action or make a whether to buy items or services. The motives for buying are typically controlled by social, economic, or psychological influences.
Question 4. What Are The Motives Which Influence Purchase Decision?
The reasons for purchasing can be classified into two types:
- Product Motives
- Patronage Motives
Question 5. What Are The Product Motives?
Motives for purchasing a product can be described as the desires, impulses, and other factors that make a consumer purchase a particular product.
Question 6. What Is The Need For the Study Of Consumer Behaviour?
The study of the behavior of consumers is beneficial to everyone as we all are consumers. Marketers need to comprehend consumers to be successful and survive in the current competitive market. The following points illustrate the significance of studying the behavior of consumers as a field of study.
Question 7. What Consumer Behaviour Importance In Day To Day Life?
The reason for learning a field is to understand its significance. The main reason for studying consumer behavior is due to the impact it has on human life.
The majority of the period is spent at the marketplace shopping or engaged in various other activities. The remaining time is typically spent thinking and learning about the products and services available, talking with friends about the same, or watching commercials associated with these products and services.
The use of these products and services exposes our lifestyles. Therefore there is a necessity for studying. But, the goal could be to examine the immediate and concrete reasons.
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