The stages of the consumer purchasing decision process
Before choosing a product or service, the consumer goes through a series of stages that make up the purchasing process, from the moment he or she realizes that he or she has an unsatisfied need until he or she finally chooses one of the alternatives that exist on the market. These are the stages of the purchasing decision process, according to Philip Kotler:
1. Recognition of the need
The consumer's purchasing decision process begins with the recognition of an unmet need or problem to be solved. This can be achieved through self-awareness or through external factors that make it apparent to the consumer. When the need or problem becomes sufficiently important, it stimulates behaviour and motivates the consumer to investigate further on the subject. In this first stage of the purchasing decision, the marketing strategy focuses on creating awareness of the problem or need, primarily through informative or educational content.
2. Information search
When a consumer is aware of his or her need, the next step is usually to search for information to identify options that can satisfy it. Kotler explains that in some cases, a light search occurs , so that the consumer is simply more receptive to information about a product or service. In other cases, the consumer undertakes an active search for information, either on the Internet, by consulting friends, or by visiting stores. At this stage of the purchase decision process, the marketing strategy focuses on providing content that outlines the possible solution.
3. Evaluation of alternatives
The consumer uses the information he or she has gathered to choose from a number of options that may satisfy his or her need or solve his or her problem. However, there is no single evaluation process, but rather different purchasing decision models depending on the situation. For example, the brand evaluation and selection process may be based on a single criterion, such as price, or include different assessments, such as quality, design, functionality, or even corporate social responsibility. At this stage of the consumer's purchasing decision process, the marketing strategy highlights the advantages of the product or service in question.
4. Purchase decision
At this stage, the consumer develops the intention to buy. Once the market has been mapped, he or she will most likely purchase the product or service of the brand of his or her choice, although there are different factors that influence the purchase decision process, such as the attitudes and opinions of others. At this stage, the consumer not only chooses the brand but also other details : he or she decides the purchase channel, how to receive delivery or the payment method. The marketing strategy at this stage consists of showing the differential value of the product and convincing the consumer that it is better than that of the competition.
5. Post-purchase behavior
The consumer's purchasing decision process does not end with the acquisition of the product or service. After the purchase, the consumer is usually attentive to all kinds of information that confirms his or her decision . Therefore, he or she may experience dissonance due to some characteristics of the product or due to favorable comments about other brands. Therefore, in the post-sale stage, marketing communications focus on reinforcing the consumer's choice and helping him or her feel satisfied to increase the likelihood that he or she will choose the brand again in the future.