06 September 2023
The purchasing decision process is fundamental in the lives of consumers and in the success of any business. This process can be conscious or impulsive, and consists of several stages where individuals decide to choose a product or service.
Understanding this process is essential for both consumers who want to make informed decisions and businesses seeking to meet the needs of their customers.
In this article we will explain what the purchasing decision process is and what stages it goes through to guide and persuade consumers on their way to making a purchasing decision.
What is the purchasing decision process?
The purchasing decision process is the actions and considerations that a person or company makes before purchasing a product or service. In simpler terms, it is a sequence of thoughts, emotions, and evaluations that lead to the final purchase choice.
This process can vary in length and complexity depending on the product, the investment of time and money required, and the consumer's experience. Ultimately, the goal of the purchasing decision process is to find the best solution to satisfy a specific need or desire.
The purchasing decision process generally consists of five main stages. Here we explain them in detail. The last stage is the most important!
1. Recognition of the need
At this stage, the consumer realizes that they have a need or desire that requires satisfaction. This can be something as basic as the need for food or reflect a more complex desire, such as acquiring a new smartphone.
Need recognition can be triggered by internal factors (such as hunger) or external factors (such as the influence of advertising).
The hierarchy of human needs according to Maslow's pyramid is as follows, from the base to the top:
Physiological needs: These are the basic needs for survival, such as food, water, air, shelter, and sleep. They are essential to maintaining life and physical well-being.
Safety Needs: Once physiological needs are met, people seek security and stability in their lives. This includes security in work, health, property, and family. They seek protection from dangers and threats.
Belongingness and love needs: After security needs are met, people crave social and emotional relationships. This includes the need to belong to groups, feel love and affection, and bond with other people.
Esteem needs: Once belongingness needs are met, people seek recognition, self-esteem, and self-worth. This includes the need to be respected by others and to have self-confidence and self-respect.
Self-actualization needs: At the top of the pyramid are self-actualization needs. These are the needs to reach one's full potential and achieve personal and professional goals. They include the desire for creativity, self-expression, and personal development.
Maslov's Pyramid
Maslow's pyramid represents the idea that people tend to satisfy basic needs first before moving on to higher needs. lives.
2. Information search
Once the need is recognized, the consumer begins to search for information about possible solutions available in the market. This search may involve:
Data collection.
Reading product reviews.
Consult with friends or family.
Browsing in physical stores or online.
People seeking information
Now, let's talk about what are the sources of information that influence this process.
These sources can be classified into two main categories: internal sources and external sources. Here are some examples of both:
Internal Sources:
Personal experience: A consumer's prior experience with a product or service can be an important source of information. Positive experiences can lead to brand loyalty, while negative ones can lead to distrust.
Knowledge and education: The level of consumer knowledge and education in a specific area also plays a role. A technically savvy person can make more informed decisions about electronic products, for example.
Personal values and beliefs: Personal beliefs, values and principles can influence purchasing preferences. Some people may prefer ethical or sustainable products because of their personal values.
External Sources:
Advertising: Advertising is a widely used source of information by businesses to influence purchasing decisions. Advertisements on television, radio, the Internet, and other media can raise awareness about products and their benefits.
Online reviews and opinions: Comments and reviews on websites, social media, and discussion forums can be critical to decision-making. Consumers often rely on the opinions of other buyers to evaluate products and services.
Online reviews and opinions
Recommendations from friends and family: Personal influence is powerful. Recommendations from friends and family can have a big impact on purchasing decisions because they are based on trust and close relationships.
Expert advice: For some purchases, such as technology or health products, consumers may seek advice from experts in the field, such as doctors, engineers or consultants.
Media and news: Media reports about products or services can also influence purchasing decisions. News about trends, innovations or problems with products can be decisive.
These information sources can interact with each other and vary in their influence depending on the type of product, the situation, and the personal characteristics of the consumer. In the digital age, online information sources such as reviews and social media have become significantly important in the purchasing decision process.
3. Evaluation of alternatives
With the information gathered, the consumer compares the different options available. This involves considering features, price, quality, and other relevant attributes to determine which option is most appropriate to satisfy his or her need or desire.
4. Decision making
At this stage, the consumer chooses the option that he or she considers most appropriate based on the information gathered and the evaluations made. The decision may be influenced by emotional factors, such as personal preferences or brand perception.
factors that influence the purchase decision making
Purchasing decision making is a complex and multifaceted process that can be influenced by a variety of factors. These factors can vary depending on the individual and the situation, but some of the israel telegram most common ones that influence this decision are:
Price: The cost of the product or service is a critical factor for many consumers. Some may prioritize value for money, while others may be willing to spend more for high-end products.
Price or cost of a product to be taken into account in the purchasing decision process
Quality: The perception of product or service quality plays an important role in decision making. Consumers are often willing to pay more for products they perceive to be of higher quality.
Need and utility: The real or perceived need for a product or service is critical. Consumers tend to buy what they need or believe will be useful in their daily lives.
Brand reputation: Trust in a brand can be a determining factor. Brands with a good reputation tend to generate greater trust in consumers.
Opinions and recommendations: Opinions from other consumers and recommendations from friends and family can significantly influence the purchasing decision. Online reviews and social media also play an important role.
Previous experience: Previous experiences with a product or brand can influence future decisions. People tend to feel more comfortable buying products they have used and found satisfactory in the past.
Cultural and social influence: The culture and society in which an individual lives can influence his or her preferences and purchasing choices. In addition, the influence of social groups and cultural trends can be determinants.
Advertising and Marketing: A company's marketing and advertising strategies can impact perception and purchasing decisions. Persuasive ads can generate interest and desire for a product or service.
Emotional factors: Emotions play an important role in making purchasing decisions. Consumers may be attracted to a product because of how it makes them feel, such as happiness, security or comfort.
Availability and convenience: Accessibility and convenience of purchasing a product are also key factors. Availability in physical or online stores and ease of purchase can influence the final choice.
5. Purchase
Once the decision has been made, the consumer proceeds to purchase the selected product or service. This involves selecting the place of purchase (physical or online store) and completing the transaction.
Buying a product after making the purchase decision
What is the consumer's post-purchase behavior?
Post-purchase consumer behavior , also known as the “post-purchase” or “post-sale” stage, is a crucial phase in the purchasing decision-making process.
