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So, what are the stages, what role do they play, and what influence does a product marketer have at each respective point? Problem recognition

Point being, the fluidity of the consumer buying process hinges on the personal preferences of the consumer - sometimes it’s straightforward, and sometimes it’s convoluted. On the other hand, another person may devote their loyalties to a particular manufacturer, and be willing to invest after taking it for a spin. There are five steps in the consumer buying process, and the complexity and time taken to pass through each stage is unique for each customer.įor example, a consumer buying a new car may decide to test drive a model several times, compare and contrast different brands, read reviews, and conduct thorough research before making a purchase, or deciding to look at an alternative. Otherwise referred to as the consumer decision-making process, and buyer funnel, to name a few, the consumer buying process refers to the stages a customer goes through, throughout their customer journey. Design and implementation of effective marketing.The consumer buying process helps companies with the likes of: These behavioral trends provide invaluable insights into the process a buyer(s) goes through when they’ve decided to invest in your product or service, as well as how they use and consume your offering to fulfill their needs and requirements. This decision-making process works in tandem with consumer behavior, but what is consumer behavior, and more importantly, why is it applicable to businesses, as well as the consumer?Ĭonsumer behavior provides an understanding of the people buying your product, whether they’re individuals, groups of consumers, or organizations. Sure, we may be susceptible to the odd impulse buy, but we’d be inclined to suggest you fall into the same category as many consumers, focusing on what it is you’re buying, why you need the product, and how the product will add value to your life.īefore arriving at the point when they pop their products through the register, a buyer goes through a decision-making process that you as a product marketer must also understand. Do you ever walk into a store, aimlessly fill up the cart, and spend your hard-earned cash without a second thought?