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There are five main stages that influence the decision, which include awareness that the need exists, searching for information, considering alternative options, making a purchase decision, and behavior after the purchase. Awareness of the existence of a specific problem or need and understanding what type of product can solve or satisfy it (Nam et al., 2019). Without awareness of the need, the purchase of a product is impossible. Understanding that the awareness exists is caused by ordinary internal needs or external ones that are affected by advertising. The consumer is looking for information about a product that can meet their needs. They are trying to find the best solution based on sources of information that they trust.
The consumer evaluates and compares the solutions found in studying information about the problem and its solution. Usually, consumers compare several found options – deciding which one will suit them best. At this stage, the consumer chooses the product’s attributes that are significant for themselves and compares them with different brands (Nam et al., 2019). This stage is carried out through greater customer engagement, that is, with maximum interest, they compare several brands; if they are not affected, they stop at one. After evaluating several brands, the consumer decides to buy one of them. Consumers make a purchase and then they realize whether they are satisfied or dissatisfied with their decision. This is influenced by the level of expectations from the product, which are formed mainly by advertising.
The task of marketers is to consider all possible factors that harm the choice of buyers and level them. The task of marketers is to study the customer’s satisfaction or dissatisfaction with the purchase (Nam et al., 2019). This is necessary to understand what needs to be finalized so that the client is delighted and what exactly attracts consumers. The problem for marketers is that the product’s characteristics that cause delight become expected after a while, so marketers must constantly look for new ways to evoke a sense of admiration among consumers.
Reference
Nam, D., Lee, J., & Lee, H. (2019). Business analytics adoption process: An innovation diffusion perspective. International Journal of Information Management, 49(1), 411-423.
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