Understanding The Consumer Buying Process For Better Marketing

Marketing is the core of every business, fail in it and your brand or product never sees the light of day

Every day new businesses discover newer and more effective ways to market their products. Many times often, these strategies are void of a proper understanding of how the consumer buying process works. A knowledge that without, you might find your marketing highly ineffective no matter how much you spend on it.

Funnel or no funnel without a proper understanding of a consumer buying process, your marketing campaign is most like doomed from the start.

So — what is the consumer buying process and how can you utilize it for proper marketing.

Problem Recognition

 The first and most important factor in the consumer buying process is to understand the need(recognize the problem). The foundation with which businesses are built in the first place. This will help you know your ideal customers and help you put them in a group for targeted marketing.

The irony though is that consumers often do not know that they need a product until it is shown to them by an external factor. Sort of like Newton’s law of motion.

An object will remain at rest till an external force is acted upon it

The object being your ideal client. This of cause is other than mans basic need. I mean, think about it, how many times have you visited the grocery store and spend out of budget by buying things you never budgeted for? maybe not often, but you have certainly done it at least once.

Moving on

Information Search

While this is the second step in the consumer buying process, this step is sometimes skipped.

The information search process is the step where consumers lookout for information about a perceived need or problem. This is done in order for them to know the best solution to their problem/need. A consumer may rely on sources such as print, visuals, word of mouth, or the media in obtaining this information.

However, in order to help a buyer skip this process, step one needs to be properly approached. Ads made for the purpose of helping consumer recognize their need will also have to provide information about the brand product. Enough to convince a potential client they don't need due-diligence.

Evaluating Alternatives

Typical economics. At this stage, consumers will evaluate their choice from a number of brands putting the price, quality, and other factors into consideration.

Depending on consumer attitude, whether high or low they may opt for the first brand they see. Other factors that might influence this stage are influencers and consumer perceived value.

A sports fan would most likely opt for the brand his favorite sportsman/woman represents. Similarly, consumers are also most likely to opt for products their favorite movie characters are using due to perceived value. (If Rihanna uses this product, then it gotta be great)

Purchase Decision

The penultimate stage is where the purchase decision is made. Factors that might overturn a consumer decision are negative reviews and unforeseen situations such as sudden health conditions, allergies, and Job loss.

Depending on the review source, it might carry less or more weight that it either doesn't phase a consumer on its purchase decision or it does.

For example, when buying a new golf gadget you might care less about the effect of one or even two bad reviews. However, you might care very much about what one pro golfer says about the brand or product.

Post-Purchase Behavior

The final stage of a consumer buying process is where their loyalty is obtained. Whether a consumer was satisfied or not will be the determinant factor in ensuring they return in the future.

Earlier promises made regarding the products will either be for or against a consumer chosen brand. This is because a consumer will compare the product with the initial expectations of the product. If you had over-promised and under-delivered, you should brace yourself for the worst.

This is why it is advisable never to make high promises. Your best bet in retaining consumers with the post-purchase behavior is to over deliver-Always.