Buyer decision process involves five basic steps. This is the process by which consumers evaluate making a purchasing decision. The 5 steps are problem recognition, information search, alternatives evaluation, purchase decision and post-purchase evaluation.This is the process by which consumers evaluate making a purchasing decision.Do you remember how you got your computer?
Most of you probably made this decision because you don't have a computer or your old computer is not working well. So not having a new computer creates some problems and you determine that. Later, you start getting advice about computers from your tech-savvy friends. At the same time, you browse some electronics stores or do research on the Internet.
In the next step, you identify several computers that you can buy and compare them with each other in terms of price, quality, functionality and so on. So you decide which computer is best for you and buy that product.
After shopping, we have negative or positive thoughts such as : "I wonder if I made the right choice. Maybe I could find this model cheaper at another store?”. Some of us even think that we did not make the right decision and use the 14-day consumer right to return the product.
This scenario is probably familiar to many of us. Now, let's look at the practical case that I talked about, which stages a buyer goes through before buying a product in business.
As in the example of a computer, any buyer goes through 5 stages before buying any product. These stages are as follows: The first stage is problem recognition, the second stage is information search, the third stage is alternatives evaluation, the fourth stage is purchase decision, and fifth - post-purchase evaluation.
So, how does understanding the buyer's journey through these stages benefit companies?
The important point here is that businesses know this process and choose appropriate marketing strategies for each stage. So, businesses should know what stage they are in when communicating with customers and exhibit appropriate presentation and behavior. More precisely, it should implement appropriate advertising campaigns.
Now let's take a closer look at these 5 stages. In the first stage, i.e. problem recognition stage, the consumer discovers that he needs or wants any product. At this point, the communication message of companies can play a big role. For example, a person who feels sleepy every day and has low productivity at work may perceive this as a problem. After discovering this problem, he may think that if he drinks a cup of coffee in the morning, his productivity will increase, and he decides to buy a home coffee machine. For this reason, the consumer moves to the second stage - the information search stage. At this time, he asks his close friends if they know of a place that sells coffee machines of good quality and reasonable price. He also searches online. As a result, he found a shop selling coffee machines with 3 different names. Then the buyer goes to the 3rd stage, i.e. comparison of alternatives. Finally he compares these 3 brands and decides to buy one. This is the 4th, i.e. decision-making stage. The decision made can be both rational and emotional. The effect of these factors, of course, varies from person to person. For example, in the decision-making process, someone may praise brand A more, and the buyer will be influenced by this and make an emotional decision to buy brand A. On the other hand, based on complete rationality, he can buy the B brand by examining all the product's indicators and making a final decision. It depends on the psychological state of the buyer at that moment.
Let's say that the buyer buys brand A and after going home he thinks "did I really make the right decision?". Or he is completely satisfied with this product and makes his next purchase from the same store. Sometimes, after buying a product, the next day he thinks he made a wrong decision and replaces that product with another product.
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