Q. How do customers buy?
Research advised that customers go through a five-stage decision-making process in any purchase. This is précised in the diagram below:
This model is significant for anyone making marketing decisions. It forces the marketer to regard as the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice!)
The model entails that customers pass through all stages in every purchase. Nevertheless in more routine purchases customers often skip or reverse some of the stages.
For instance a student buying a favourite hamburger would recognise the requirement (hunger) and go right to the purchase decision skipping information search and evaluation.
Nevertheless the model is extremely useful when it comes to understanding any purchase that requires some thought and deliberation.
The buying process starts with require recognition. At this phase the buyer recognises a problem or need (example we need a new sofa, I am hungry, I have a headache) or responds to a marketing stimulus (example you pass Starbucks and are attracted by the aroma of coffee and chocolate muffins).
An "aroused" customer then requires deciding how much information (if any) is required. If the necessity is strong and there is a product or service that meets the need close to hand then a purchase decision is likely to be made there and then. If not subsequently the process of information search begins.
A customer can acquire information from several sources:
- Personal sources: friends, family, neighbours and so on.
- Commercial sources: retailers, dealers, salespeople, packaging, advertising and point-of-sale displays
- Public sources: newspapers, consumer organisations radio, television and specialist magazines
- Experiential sources: examining, handling and using the product the usefulness as well as influence of these sources of information will differ by product and by customer. Research suggests that customer's value as well as respect personal sources more than commercial sources (the influence of 'word of mouth'). The challenging task for the marketing team is to identify which information sources are most influential in their target markets.
In the estimation stage the customer must choose between the alternative brands as well as products and services.