The consumer decision making process is a method used by marketers to track the stages of a purchase from start to finish. This process may not apply for customers buying the weekly shop or small 'on a whim' purchases, but generally the more complex and expensive the product, the more likely customers will go through a range of processes and considerations before finally making that purchase.
Problem recognition (I need this item) - The first stage is when a customer realises they need a product and they need to address this to feel satisfied. It might be that a kettle that needs replacing or the customer wants some new garden furniture for summer. A business should recognise the needs their target audience will want fulfilled advertise what the customer's want. Eg
wilko will launch their new garden range in the Spring,
wilko will promote household goods in September at the start of the university year
Information search - The customer will first gather information on the type products they want. Eg: "My patio is 5x3m so I need something that fits the space." Secondly they'll browse for options. in the shops or online. The customer may consider past interactions with your business or other products. 'I bought my toaster from wilko & its good quality so I'll look for kettles there.' but will also look elsewhere too. The customer will also notice advertisements for the product in question, whether that's taking note of a brand of kettle advertised on TV or seeing customised and sponsored search results (by wilko & others) in the internet browser/Facebook feed. wilko also have a range of blogs that help advise and inspire the customer.
Consideration of options - The customer has found a range of options for the products they need and now has to consider the best deal. This may be based on price, quality, or other factors that are important to them. Customers read reviews and compare prices, ultimately choosing the one that satisfies most of their parameters. Eg: 'This kettle I found at B&M is cheaper but this one at wilko holds more water and goes with my decor.' The customer will then ask themselves, 'Is this the product I want?', Is my kettle even broken?' if not, stages 2-3 may recommence until the customer is satisfied, or the process could even end here.
The purchase - The customer, armed with all the information and with all things considered has now made the decision. The customer buys the kettle in store or online. It is the business' job to ensure the purchase is made at their store with the overall best deal. Eg: wilko's kettle, though £5 dearer, has a 5 year guarantee and positive reviews'.
Post-purchase evaluation - The customer will assess if they have made the correct decision. Does it satisfy their need? Does it meet or exceed expectations? Using my example, they could place the kettle on the kitchen counter and think 'does this actually go with my decor?' or 'could I have got it cheaper elsewhere.?' The customer will either be satisfied or unsatisfied. Hopefully from a business POV the customer is satisfied and will be a returning customer. They may even recommend the product or point of purchase to others and leave a nice review. A bad experience of buyer’s remorse and your brand perception could be tarnished. wilko has a buy me, love me, keep me promise which the customer can return any item within 30 days no questions asked.
Being aware of customer problems can create opportunities for building a competitive advantage in the market and develop strategies to overcome the needs of the consumer. Stimulating the need recognition through advertising may help initiate the decision making process. Knowing where customers look for the products you sell will aid marketing planning. Also being available post-purchase, maybe with a follow-up Email or call to reassure the customer and be a positive reinforcer.
