What is the consumer buying process?
Effective marketing begins with understanding the consumer buying process. The five steps of the process describe how the average consumer discovers a need, compares the available solutions and eventually chooses a company’s product to satisfy the need.Identifying the NeedFirst, an individual recognizes a need or desire for a type of product or service. Commonly, the need is triggered by physical needs like hunger, or external sources like a friend or TV advertisement.Searching for the SolutionConsumers trust personal recommendations far more than external information. During their search, they may narrow their choices based on the degree of risk involved, their level of exposure to the type of product and the benefits that meet their unique needs.Evaluating OptionsNext, the consumer will use the collected information to evaluate the various brands, often comparing the cost and feature benefits associated with each product.Making a DecisionThere are multiple factors that will ultimatel
