When we buy a certain product, we often make various comparisons, and choose the one that we think is the best price and suitable for purchase; in this process, product marketers will have a greater impact on consumers. , is also the key to whether it can be consumed; the author of this article analyzes the five steps in the consumer post-purchase process, let's take a look. Have you ever walked into a store, filled your cart aimlessly, and your hard-earned money was spent inadvertently?
Sure, we can be influenced by impulse buying, but we tend to advise you to do what many rational consumers do: focus on what you're buying, why you need it, and how it can add value to your life. Before buyers actually buy, they go through a series of decision-making processes in their minds, and this is what you as a product marketer must understand. This decision-making process complements consumer behavior. But what is consumer behavior? More importantly, why does it apply to businesses as well as consumers?
The importance of consumer behavior Consumer behavior informs people about the process of purchasing a product, whether it is an individual, a group of consumers, or an organization. These behavioral trend studies provide information on the process buyers go through when deciding to purchase a product or service, and how buyers will use and consume your product to meet their needs. Consumer buying process research helps companies achieve the following goals:consumer differentiation; customer retention rate; Design and implementation of effective marketing; Predict market trends; competitor intelligence;
Successfully innovate products; enhance customer service; remain relevant; 2. What is the buying process of consumers? Also known as the consumer decision process and buyer funnel, the consumer buying process refers to the stages a customer goes through throughout the customer journey. The consumer buying process consists of five steps, and the complexity and time it takes to get through each stage is unique to each customer. For example, a consumer buying a new car may need to test drive many different models, compare and contrast different brands, read car reviews and do thorough research before making a purchase, or consider alternatives.
On the other hand, some may dedicate their loyalty to a specific manufacturer. Importantly, the fluidity of the consumer buying process depends on the consumer’s personal preferences – sometimes simple, sometimes complex. So, what are the stages of consumer buying, what roles do the different stages play, and what impact can product marketers have at each stage? 1. Problem identification Problem identification is the first of five stages and is often considered the most important point in the consumer buying process.
After all, how can consumers be expected to invest in solutions to problems that have yet to be identified? When our eyesight is impaired, we buy new glasses; if we can't sleep in a stuffy bedroom in the summer, we buy an air conditioner or a fan; and when you're tired of corded vacuums, consider a cordless version. The common theme here is: Consumers buy products to solve problems. Whether your company makes flat-screen TVs, state-of-the-art coffee makers,
or cell phones with "the most impressive, state-of-the-art megapixel cameras"; as a product marketer, you need to tap into your potential customers Vision, position your product as the first choice in the market, your product can solve their worries. To drive a prospect’s entire buying journey, you need to research their buying habits and buyer behavior, and use your findings to craft messages and communications that resonate with each persona.