Consumer Buying Decision Process
1.1. Problem recognition
People have various demands depending on their own circumstances and other elements. When they are aware of their necessity for a product, the buying process commences. Thus, need recognition is the first and the foremost vital step that aids marketers in identifying the common stimulant to customers’ interest for a specific product. The demands can originate from internal and external stimuli.
A person buys numerous types of vegetables and fruits because she starts a healthy diet. Or when a beginner learns makeup, she herself prepares all makeup tools and cosmetic packaging. These examples relate to internal stimuli expressing people’s emotional needs such as happiness, sadness, illness, concern, hunger, cold, etc. In contrast, external stimuli, for example, a housewife is attracted by the detergent advertisement on TV, she decides to purchase it.
This stage gives marketers an opportunity to approach potential consumers. Marketers can conduct the content marketing to convey the fact information of their product and create arouse consumer interest. By using videos, social media or infographics, BLAD provides meaningful information and tackles the difficulties they are encountering.
1.2. Information search
Having identified a problem or need, a customer may start by conducting an information search. This step helps them to find out what they want and how to get it. In this stage, a consumer will most likely be encouraged to conduct an internal or external search for information.
Internal research relates to a customer’s remembrance of a product, which is frequently triggered or guided by personal experience. When a person tries to recollect past experiences with a product, brand, or service, they are attempting to search their memory. Besides, external research is used for a person who has no prior knowledge about the product through personal sources (family, friends, neighbors, acquaintances) or public resources (mass media, online searches).
As more information is obtained, the consumer’s awareness and knowledge of the available brands and features increase. As a result, the BLAD Company must design its marketing mix to make prospects aware of and knowledgeable about its brand. It should thoroughly identify consumers’ sources of information and the importance of each source following our product – Baby Soap.
1.3. Evaluation of alternatives
After having full information of the product as well as other brands, customers will compare and evaluate all of their product and brand options based on price, quality, function, design of the product,… even the service of the company to deliver the benefit that they are seeking. For example, in demand for a new phone, a person conducts a phone brand research of not only Apple but also Samsung, Oppo and Huawei,…
At this stage, to decide which product to buy from the selections, customers will evaluate their list depending on their life experiences, that means they evaluate themselves after asking others for a selection of alternatives. In addition to life experiences, they also can have a brief look at online comments about these options.
Thus, marketers should not only highlight superior features of their product but also need to check other brands of the customer’s consideration to prepare an ideal plan which results in a substantial increase in their competitiveness to other brands. For instance, an advertisement comparative table can be conducted to show how Baby soap is superior to other brands. Thereby, customers can easily evaluate and compare various brands.
