How to Identify the Stages in the Buyer Decision Process

There's more to making purchases than just buying.

The study of consumer behavior allows for better understanding of why we buy what we do and the mental process of our spending habits. Making a purchase can have a psychological effect on you. Understanding the emotion behind buying allows for greater comprehension of how the brain works. Companies study the process to get us to buy what they are selling.

Instructions

1. Recognizing a need or desire is the first stage in the buyer decision process. Eating the last cookie may trigger the need to buy more. Seeing a TV commercial may create a void or desire; you may decide that you must have that product right now. The buying process begins with a realization that you are lacking something -- and you need to go out and get it.

2. Searching for information is the next stage of the consumer decision process. The quest for information begins with researching the various options, remembering a previous experience with a product or brand or asking friends or a store employee for advice and recommendations. This stage may not apply to inexpensive items that are spontaneous purchases.

3. Surveying the alternatives is the third stage in the buying process. Examining other products with similar features or comparing your preferred brand to other products are examples.

4. Deciding where to make your purchase is the fourth stage in the buyer decision process. This stage can be influenced by previous favorable experiences or your experience in a new store. Location, atmosphere such as music, store cleanliness and friendly employees all influence your purchasing decision. Likewise, a dirty store with surly employees can negatively influence your decision.

5. Determining your level of post-purchase satisfaction is the final stage of the consumer purchasing decision process. If your purchase causes anxiety or tension, you may be experiencing cognitive dissonance. This occurs when the outcome did not match your level of expectation. By understanding why we buy and making careful buying decisions, you can avoid this pitfall and experience positive buying experiences.

References

• San Diego State University: Consumer Purchase Decision Process