Understanding buying process

The customer buying process (also known as the buying decision process) is your consumer's trip before purchasing your product. Understanding your customers' purchasing process is critical for your salespeople and for you to align your sales strategy.

A five-stage framework is a useful tool for assessing a customer's purchasing process. John Dewey proposed the following five stages.

Problem/need recognition

It is frequently cited as the first and most crucial step in the decision-making process for customers. A purchase is impossible to make without first recognizing the need. In addition, internal stimuli (such as hunger or thirst) or external stimuli may have sparked the urge (such as advertising or word of mouth).

Information search

After recognizing an issue or need, a client may go to the information search stage to determine what they believe is the best solution. The buyer attempts to search both internal and external business settings for information sources relevant to the key buying decision and evaluate them. For example, your customer may rely on print, visual, online media, or word of mouth for information.

Evaluation of alternatives

Individuals will evaluate other items or brands based on alternative product qualities – those that can give the benefits the client is seeking – as you might imagine. The customer's mindset is a significant factor in this stage. Another aspect that influences the evaluation process is participation. For example, if a customer's attitude is positive and their engagement is strong, they will evaluate several firms or brands; however, if their attitude is negative and their involvement is low, they will only evaluate one company or brand.

Purchase decision

The purchase takes place at the penultimate stage. According to Philip Kotler (2009), two elements might 'disrupt' a final purchase decision: bad feedback from other consumers and motivation to embrace the feedback. For example, after going through the first three stages, a buyer may decide to purchase a new telescope. However, he will be forced to reconsider his mind if his very good friend, a skilled astronomer, gives him bad feedback. Furthermore, unforeseen circumstances such as a job loss or relocation may cause the choice to be thrown off.

Post-purchase behaviour

In a nutshell, buyers will compare products to their past expectations and be satisfied or dissatisfied with the results. As a result, these stages are crucial for customer retention. It can significantly impact future decision-making for similar purchases from the same company, with a knock-on effect at the information gathering and alternative assessment stages. If your customer is happy, they will become devoted to your brand, and the Information search and evaluation of alternative stages will be rushed or missed entirely.

Conclusion

It is usual for customers to spread good or negative feedback about a product based on whether they are satisfied or dissatisfied. It could be accomplished through online reviews, social media networks, or word-of-mouth. To engage customers and make the process as efficient as possible, businesses should care to generate pleasant post-purchase communication.