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February 16, 2024
Content Manager, Bizrate Insights
The consumer buying process is the path a customer takes as they decide to purchase a product. The process begins the moment a consumer determines they need something and includes how they feel after the purchase.
The entire consumer buying process has a wealth of marketing opportunities, and our guide will show you how to harness those to get in front of your target audience.
There are five main stages of the consumer buying process, starting with the need for a product or service and ending with the individual having what they need.
Most people don’t like spending money for no reason, so the first step in the consumer buying process is realizing they have a problem. These problems typically relate directly to a need or a want. In some cases, the problem ties to a need and a desire, such as requiring transportation to get around. A buyer needs a vehicle, but they likely have a list of wants they hope to get in the purchase.
The next step in the journey is looking up information for a product or service to solve their problem. The consumer may turn to brands they are already loyal to, but if they can’t find what they need, they will start to look elsewhere. Consumers tend to search online and ask people they trust for suggestions.
Information gathered during the research process may include:
Of course, the amount of research done will vary depending on the need and potentially the cost of the product or service. Researching a food delivery service differs significantly from looking for a new car.
Now, it’s time for the consumer buying decision process. The potential buyer has all the information they need and will narrow their choices. Through all the information gathering, they better understand what they really want.
This stage typically includes comparing availability, prices, features, and other factors to eliminate choices.
After all that research and comparisons, it’s time to finally make a purchase.
This last step is often undervalued in the overall consumer buying process. Most people consider the journey complete once a customer makes a purchase, but that outlook fails to consider the future relationship with a consumer.
This step allows a customer to compare their expectations with what they received, the quality of the product or service, and the convenience and/or service level of the purchase process. Depending on the consumer’s expectations from the information gathered, the client will be happy or unhappy with their purchase.
We’ll break down how you can use the consumer buying behavior process to your advantage step by step.
If you want to catch the attention of potential customers when they realize they have a problem that your products or services can solve, you need to improve your brand awareness. Brand awareness refers to how well-known your business is, and you can make improvements in various ways.
Using the same imagery across platforms creates a uniform look for your brand, making it easier for people to recognize at a glance. Businesses with consistent branding have 33% higher revenue than those that regularly change the look and feel.
Posting on various social media platforms will get more eyes on your brand. When someone interacts with your brand on social media, it often shows up for people within their network — expanding your reach.
Search engine optimization (SEO) strategies make your website more accessible to find through search engines. The best way to achieve this goal is through the use of highly searched keywords. By optimizing your website, product/service descriptions, and ads with the proper keywords, you’re more likely to appear when a consumer searches for a solution to their problem.
Investing in digital paid ads ensures that your company information appears in search results and on social media platforms. Targeting ensures that the ads get in front of people with specific characteristics or habits, such as those who have interacted with competitor sites or are in specific physical locations.
You need to connect with your customer base regularly to ensure they’re still aware of your brand. With so many things competing for their attention, it’s easy for customers to forget you. Increasing outreach through social media, automated emails, and other forms of communication can reduce that risk.
When a person is searching for information, the process of finding you must be as easy as possible. Make your product and service descriptions straightforward, authentic, and understandable to ensure clarity about what you offer.
As someone skims your description, they will decide whether your product or service is what they’re looking for — 85% of shoppers say product info and pictures are essential for determining who to buy from. Your description will justify the price of your product/service to the consumer. Make clear any potential discounts and shipping prices involved in the purchase.
As consumers narrow their choices, they often look for user-generated content (UGC), such as reviews and images. Consumers can view other people’s experiences with your product or service. Depending on the experience, this content may bring you to the top of their list.
For 79% of consumers, UGC highly impacts their purchasing decisions. Make sure you have reviews all over your website, not just product pages, to encourage more exploration.
It’s important to note that even though they chose your product, they could still abandon their cart for a variety of reasons. The top three reasons for abandoning carts are:
Making a simplified checkout process is essential. An easy process to make a purchase might mean minimal clicks to finish the process, lots of payment options, and displaying all costs upfront in a way that is easy to understand.
To get a repeat customer, your business needs to show that you care about them and their overall experience. Follow-up actions may include:
If the customer is dissatisfied with their purchase, take steps to resolve the situation.
Knowing how your consumer thinks is vital in an ever-changing market. Bizrate Insights can help you understand customer behavior through various methods and ideas. For example, you can learn more about the pre-purchase process to expand your knowledge of your customers.
Our tools focus on online buyers and potential customers, providing detailed insights into behaviors and needs. Learn more about how we can support your growing business.
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