For a brand to help customers through this phase, you need to make it simple to buy. The research and evaluation are over, so now the customer just needs a clear pathway to purchase. They have made their decision about which product, service, brand, or solution is best for them, and they are ready to buy. Purchase DecisionĪt this point of the buying decision process, the customer is ready to pull the trigger and make a purchase.
Joe is at the point where he is doing product demos to see which software best fits his needs. The list may include prices, features, and reviews.
They look for reasons to believe why one solution has more benefits than the other.Ĭustomer Examples: In this phase, Sarah might be making a comparison list of multiple computers. They must determine what solution is the most trustworthy, affordable, highest quality, and highest performing. They begin to evaluate their options to determine which is the best solution for their problem.Ĭustomers at this point in the buying decision process have a lot to consider.
Once the initial information search is complete, customers start reflecting on what they learned or discovered. The project manager, Joe may start researching topics about improving project management and may find multiple software solutions that could improve his processes. Depending on what she finds, she may also begin searching for options for purchasing a new computer. At this point, the customer frequently turns to online research and conducts searches to find solutions.Ĭustomer Examples: Sarah, the college student may start seeking information to help resolve her immediate problem, which is speeding up her computer. The customer starts searching for information that will help him or her better understand their situation and identify what will fix their issues. They know they need something to fix their situation but aren’t sure which solution is best for them. The next phase of the buying decision process begins when the customer starts looking for information that will help them solve their problem. He needs a new tool or system for project management. Or, it could be a project manager, Joe, who is tired of his team using an outdated method of Excel spreadsheets for keeping track of their projects. She is getting ready to start the semester and needs a computer that will efficiently help her with her assignments. Or they may have an idea about what will help them but are not quite sure which brand, product, service, or solution will provide the best option.Ĭustomer Examples: A consumer buying process example at this phase could be a college freshman, Sarah, who has a computer that is starting to run slowly. They may only be aware that they want to change their reality or situation. They become aware they have a problem they want to solve or a gap they want to fill.Īt this point, the customer may or may not know what will solve their problem. The buying decision process begins when a consumer realizes they have a need. 5 Stages of the Consumer Buying Decision Process Click & Tweet! 1. It’s frequently described as a five-stage consumer decision-making process that includes the following phases of consumer activity. It’s similar to a purchase funnel in that it is a downward flowing path that starts wide at the top (as prospects become aware of a brand) and ends more narrowly at the bottom (as prospects becoming paying customers). The buying decision process is the path that customers take while moving toward doing business with you. You must know the consumer buying process definition. What Is the Buying Decision Process?īefore you can optimize your customer’s buying decision process, you must be clear about what it entails. Let’s look at how you can position your marketing campaigns to help customers find you at every phase of their journey.
So brands need to have a strategy to catch customers at each entry point and know how to market to prospects at each stage of the buying decision process Click & Tweet!.
They may enter early at the top or middle of the funnel or join late in the journey right before they make their purchase. Instead, customers move into the purchase funnel different phrases. Customers typically don’t start at point “A” and move through each subsequent step of the buyer’s journey until they reach the finish line. The customer buying decision process is rarely linear.