Marketing Strategy | Consumer Decision Making Process

When a consumer stands in front of a shelf ?? or is about to click ??? to add an item to their shopping cart, they have already conducted an analysis to determine the best option according to their needs and motivations.

While our motivations for acquiring a good or service can vary ?? and evolve with different life stages ??, we all undergo a purchasing decision process. This process may not always be complex, but it is crucial for our marketing strategy to understand and grasp it ?? in order to be part of the selection pool that the consumer is considering and, ultimately, to position ourselves as the best choice ?.

This process, far from being linear, is a complex and multifaceted journey ?? involving emotions ??, perceptions ??, and a range of both internal and external factors. From the identification of a need ?? to post-purchase evaluation ??, each stage represents an opportunity for companies to influence and connect more deeply with their customers.

Depending on the author, the number of steps included in this process may vary. Although they are not usually very different, some may include more or fewer steps depending on their perspective. Below, I will share the essential steps in this process to effectively impact the consumer and be considered as a purchasing option ???.

Marketing Decision Process

I. Problem Recognition

The first step occurs when consumers realize that something in their lives is out of "balance" ?? and they need a solution to feel whole again. This stage represents the gap between the current state and the desired state.

This recognition can be triggered by internal or external motivators, as mentioned in a previous article.

At this stage, brand awareness ?? becomes crucial to stay ahead and be considered among the options that the consumer will evaluate. It is essential that our brand messages clearly convey our value proposition ?? and how we contribute to solving the consumer’s problem, even if they are not yet sure how to address it.

II. Information Search

The phrase "information is power" perfectly applies to marketing. In a digital world where information is available in seconds (or less) ??, it is vital to be present across various media and sources to ensure that consumers can find us ??.

These sources may include:

• Online ??
• Offline ??
• Advertisements ??
• Friends / Family ???
• Articles ??
• Reviews or recommendations ?

It’s not just about sharing anything; the goal is to provide information that empowers the consumer ??, making it relevant, accurate, up-to-date, persuasive, and clear.

III. Evaluation of Alternatives

This is the moment of truth ??. The consumer begins to compare the options they found during their search and starts to eliminate those that do not meet their needs ?. However, sometimes options are discarded not because they are unsuitable, but because the brand failed to highlight the benefits it could offer.

The consumer will evaluate features, benefits, prices, guarantees, brand reputation, and other factors ??.

The selection process can be:

• Subjective or objective ??
• Emotional or based on past experiences ??

For this reason, to stand out among competitors, it is necessary to emphasize the advantages of our offering ?? and create positive associations and emotions toward our brand ??.

IV. Purchase Decision

Once the consumer has chosen our brand ?, it is important that our product is available and well-displayed across various retailers (both online and offline) that align with the buyer's profile ??. We need to understand their purchasing power and offer the payment options they use ??. Finally, and no less important, it is crucial to ensure an efficient delivery process ??, especially in online purchases, as this is where a consumer could be definitively lost.

This purchasing experience should align with the emotion and narrative we have created in the previous stages ??.

V. Post-Purchase Evaluation

Undoubtedly, this is the most important phase of the entire decision-making process ??, but also the one that often receives the least attention. For many teams, securing the purchase is the end of the journey and they consider their process successful ??. However, paying little or no attention to what happens next, or to the user’s experience with our solution ??, can determine whether we gain loyal customers or detractors ??. ??