5
STAGES OF BUYING DECISION PROCESS PRESENTED BY NEW DELHI INSTITUTE OF MANAGEMENT
How do consumers decide what and which product to buy? Here’s the process:
1
2
3
4
5
Need recognition
Search for information
Evaluation of alternatives
Purchase decision
Post-purchase behavior
#1
Need Recognition
No need, no purchase. Consumer’s need is triggered by internal or external stimuli.
Internal need:
External need:
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.
#2
Search for Information
Consumer seeks information that can help him make a purchasing decision.
Internal information: Already present in the consumer’s memory How was my experience with this camera brand last year?
External information: Obtained from other consumers How do professional photographers rate this camera?
#3
Evaluation of Alternatives
Consumer evaluates alternatives based on product features, brand perception, and other attributes.
Consumers consider different attributes.
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.
#4
Purchase Decision
Consumer chooses the product that resolves the need.
Factors that may affect purchase decision:
Customer service during actual purchase
Promotions
Shop’s terms and conditions
Website UI and UX (for online shopping)
#5
Post Purchase Behavior
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
Based on this buying decision process, what should marketers and sales people remember?
1 Reinforce your brand through marketing strategies. Let consumers feel the need. Billboards
Social media promotions
Flyers
2 Provide accessible and concrete information about your products or services. Website information
Catalogues
@ SMS
3 Monitor and manage customers’ questions and feedback. Internet forums
Social media comments
Online reviews
@
24/7
4 Enhance customer relationships.
Train sales and customer representatives
Review warranty policy if applicable
Establish a complaint handling process
“Customers loves certainty, make sure you give it to them.” AMIT KALANTRI
THANK YOU