Request

5 Stages of Consumer
Home Buying Behavior
AskClootrack Product Resource About Careers
Demo
Contents
5 Stages of Consumer Buying Behavior
5 Stages of Consumer
Buying Behavior

1. Identify the Problem

2. Information search

3. Evaluation of
Alternatives

4. Purchase
Decision/Purchase

5. Post-Purchase
Evaluation

Consumers go through a set of sequential steps while buying a product. An

effective and engaging buying process has one goal: to make it as simple as
possible for customers to purchase the items or services they require.

To get a clear idea of steps in customers' overall buying journey, experts suggest
brands walk in customers' shoes! This will help them to understand the stages of
customers' behavior and the experience they get in each moment.

This is exactly what Nicholas Zeisler, Fractional Chief Customer Officer at Zeisler
Consulting, says in a 102 CX experts study that aimed to figure out major CX
challenges in the industries, -

"Brands need to explore ways of understanding their Customers outside of just

surveys. I recommend walking in your Customers' shoes and experiencing your
brand from their perspective."

Let’s go over each stage of a consumer buying process:

1. Identify the Problem

This is the first stage of the buying process. A consumer will not initiate a
purchase without recognizing the needs or wants. When a consumer feels the
need to buy a particular product, he will go for a purchase decision. There is an
unmet need or there is a problem that can be solved by buying a particular
product.

Needs arise as there is a problem. For example, you broke the table that you
were regularly ling using for your business. And due to this problem, you must
buy a new table.

Wants arise either because you have need a product or just because you are
influenced by external factors. For example, you see your friends using a laptop
for their project work. You might also have seen numerous advertisements about
how a laptop can help you in your project work. Due to this influence, you feel you
want to upgrade to a laptop though you may already have a desktop.

https://www.clootrack.com/knowledge-base/stages-of-consumer-buying-behavior 26/11/2024, 1 46 PM
Page 1 of 4
:
 In this stage, the marketer should identify the needs of the consumers and offer
the products based on their desire.

2. Information search
At this stage, the consumer is aware of his need or want. He also knows that he
wants to buy a product that can relieve his problem. Therefore, he wants to know
more about the product that can relieve his problem. This leads to the
information search stage.

The consumer will try to determine the options available and the best solution for
his problem. The buyer will look for information in internal and external business
environments. A consumer may look into advertisements, print, videos, and
online and even might ask his friends and family.

When consumers want to buy a laptop, they look for a laptop, its features, price,
discounts, warranty, after-sales service, insurance, and a lot of other important
features.

Here, a marketer must offer much information about the product through
informative videos, demos, blogs, how-to-do videos, and celebrity interviews.

3. Evaluation of Alternatives
By now, the consumer has done enough research about the kind of product that
can solve his problem. The next step is to evaluate alternative products that can
solve his problem. Various points of information gathered from different sources
are used in evaluating alternatives.

Generally, consumers evaluate the alternatives based on a number of attributes

of the product. Looks, durability, quality, price, service, popularity, brand, and
social media reviews are some of the factors consumers consider.

The market offers many products that can solve the problem of a consumer.
Hence the consumer has to make a choice after evaluating the various
alternatives available.

At the end of this stage, the consumer will rank his choices and pick a product
that best matches his needs and wants.

4. Purchase Decision/Purchase
At this point, customers have already explored multiple options. They are aware
of the pricing and payment options available. Here, consumers decide whether
to buy that product or not. Yes, even at this stage, they can still drop the
purchase and walk away.

Philip Kotler (2009) says the final purchase decision may be ‘interrupted’ by two
factors. Customers may get negative feedback from friends or other customers
who bought it. For example, a customer shortlisted a laptop, but his friend gave
negative feedback. This will make him change his decision. Furthermore, the
decision might also change. Sudden changes in business plans, financial crunch,
unexpected higher prices, etc., might lead the consumer to drop the idea of
buying the laptop.

The Consumer chooses the product that he wants to buy, but many times, he
may not actually buy it for various reasons. At this stage, a marketer should find
out the various reasons why the consumer hesitates to buy. The reasons could
be price, value, and change in the consumer's needs.

A marketer needs to step up the game. Start by reminding the customers of the
reason behind their decision to buy the product. Furthermore, give as much

https://www.clootrack.com/knowledge-base/stages-of-consumer-buying-behavior 26/11/2024, 1 46 PM
Page 2 of 4
:
 information regarding your brand as reiterating that you are the best product
provider to fulfill his needs.

Retargeting by simple email reminders can enforce the purchase decision.

5. Post-Purchase Evaluation
This is the last stage and is most often ignored by marketers.

After buying the product, customers compare products with their expectations.
There can be two outcomes: Either satisfaction or dissatisfaction. Consumers
will be happy after buying the product if it has satisfied their needs. But if the
product is not up to his expectations, the consumer will be dissatisfied. A
consumer can be lost even at this stage.

A dissatisfied customer might feel as though he made an incorrect decision. This

will result in returns! Offering an exchange will be a straightforward action.
However, even when a customer is satisfied, there is no guarantee that the
customer might be a repeat customer.

Customers, either satisfied or dissatisfied, can take action to distribute their

experience in the form of customer reviews. This may be done through reviews
on customer forums, websites, social media conversations, or word of mouth.

A marketer has to ensure that the consumer will be satisfied with the product so
that his experience will lead to repeat customers. Brands need to be careful to
create a positive post-purchase experience.

Wrapping up

Marketers need to take time to understand the five stages of the consumer
buying process. Doing this establishes that your marketing strategy addresses
each component of a consumer buying behavior.

Share:

https://www.clootrack.com/knowledge-base/stages-of-consumer-buying-behavior 26/11/2024, 1 46 PM
Page 3 of 4
:
 Products Resources Company

Clootrack Clootrack Blogs About Us

Platform
Case Studies Life at
Revolutionize CX with an AI-enabled patented customer
experience analytics solution that helps brands understand the AskClootrack Clootrack
Insights
WHY behind customer experience!
ProbeTrack Contact Us
Knowledge
base Careers

CX See Why Press

Show Releases

A Cup of CX Clootrack in
the Media
CX Reports
Clootrack at
Events

Privacy
Policy

Copyright © 2023 www.clootrack.com All Rights Reserved

https://www.clootrack.com/knowledge-base/stages-of-consumer-buying-behavior 26/11/2024, 1 46 PM
Page 4 of 4
: