Stage 1 – Need recognition: It’s sunday night. You’re hungry ( internal physiological stimuli ) and there is nothing in the fridge. You will order food ( statement of need ). Stage 2 – Information search : You already have ordered to the Indian restaurant in your street last month ( internal information ). A friend recommended a pizzeria in your neighbourhood ( external information from environment ). And this morning you’ve found a flyer for a sushi restaurant in your mailbox ( external information from advertising ). Stage 3 – Alternative evaluation: You have a bad opinion of the Indian restaurant since you’ve been sick the last time ( inept set ). The pizzeria is both recommended by your friend Sources: lectures and google Author will not make any warranties and not responsible for file contents
and also happens to be a well-known brand ( positive perception – evoked set ). As for the sushi restaurant, it got good reviews on Tripadvisor ( positive perception – evoked set) . Stage 4 – Purchase decision : After evaluating the possibilities, you’ve decided to choose the well-known pizza delivery chain. In addition, a new episode of your favorite TV show is broadcasted tonight on TV. Stage 5 – Post-purchase behavior: The pizza was good ( positive review ). But you know there was too many calories and you regret a little bit ( mixed feelings about yourself ). The next time you will choose the sushi restaurant. There is less fat in sushi than pizza ( next purchase behavior )! Understand the Consumer Buying Decision Process in order to adapt your marketing strategy By improving their knowledge of the Consumer Buying Decision Process, brands can improve their marketing strategy to effectively respond and be present with their customers at each stage of their buying behavior. And thus raise and create a need, strengthen their relationship with their customers and grow their sales. It always starts with a recognition of a need! The start of the buying behavior of the consumer is the need recognition. If there is no need, there is no purchase! That’s why generate or reinforce a need in consumers’ mind to trigger the buying behavior has a fundamental importance for brands. Steve Jobs had become a master in the area with Apple thanks to remarquable marketing campaigns by successfully creating a need for millions of consumers for products they had never thought before before. But have finally become an important part of their daily lives. In a different field, TV infomercials are remarquable examples of how to create an unexpected need in a consumer’s mind for a new product. You probably never felt any difficulty to cook a salad, but while watching the introduction of this great infomercial for this new kitchen tool , you finally realize the difficulty of the task and the importance of this new product as a solution to this problem.