What is the purchasing decision process?

The buyer decision-making process is the series of steps that lead to someone making a purchase. This process begins when someone realizes that they have a specific need. Before making a purchase, buyers go through several steps that ultimately influence what they buy.

When buying from a brick-and-mortar store, the process can be quite simple. Buyers can walk into a store, get advice, look at the products on the shelves, and buy something.

However, with the Internet and eCommerce, potential buyers have countless sources of information in the palm of their hand, including reviews, social media coverage, and hundreds if not thousands of product and store alternatives to evaluate before purchasing. So the buying decision process in the digital age will be a little different.

Steps in the customer purchasing decision process

Recognize the need

The first thing potential customers need to realize is that they have a problem. Maybe their laptop broke, and while they certainly don't want to get the old model back, they also don't know which laptop would be best for them at this time. They have realized that certain software can help them do better and faster at their job, but they don't know exactly which software.

To optimize your brand to reach customers, focus on helping potential customers recognize and define their needs. Create content around customer needs and position it where potential customers can see it. For example, social networking sites Facebook, Instagram, TikTok... or search on Google.

Look for information

Now, when potential customers realize they need something, they will start looking for information. This includes asking friends or colleagues for their experiences or recommendations, as well as reading reviews online or in social media posts.

They will likely search for potential solutions and their needs on Google, and if they are looking for a software solution, they may contact companies to view products or hear advice. At this point, they will also probably do a lot of searching on Google. Make sure your brand is visible to them in Google search results.

Compare and evaluate

Once potential buyers have all the information they need, they will begin to evaluate their options. Put yourself in the shoes of potential customers to know what factors they are considering. Different features, product uses, cost-effectiveness, or something else entirely?

Depending on a potential buyer's situation, they may have different priorities. For example, if they are on a tight budget, they may need an inexpensive solution. On the other hand, money may be the last thing on their mind and they just want to find the option that works best regardless of price.

They also need to consider where they will make their purchases. Multiple stores may offer the same product, so they will need to decide which store is best for them depending on price, location, warranty, or customer service availability.

At this stage, the customer may have some idea of ​​what they want at this time. They are still searching but the keywords they are using have changed. Instead of general information, they can search for product reviews or comparisons on Google. It will also affect the content streams you will post.

Purchase

After the comparison and evaluation step, the purchasing decision step will come. At this point, the customer has chosen the product or service to buy. The task of businesses at this step is to ensure there are no barriers to purchasing and payment. If not, potential customers may return to evaluating alternatives that may offer a simpler, easier purchasing experience.

Review post-purchase

Post-purchase reviews are an important step in turning new customers into fans of your brand, and then into loyal customers of your business.

If customers are satisfied with their purchase, they may make future purchases or recommend the product to friends. On the other hand, if they feel buyer's remorse, they may return to the store to return the product and purchase one of the alternatives they previously examined.

And if their experience is particularly unpleasant, they may even share their negative experience with others. However, when customers end this process positively, this can streamline similar purchases in the future.

Therefore, give them really good experiences, make them satisfied, and trust your brand more. 

At this stage, customer service activities are extremely important and necessary. You can email them to ask about their satisfaction with their purchase and send a monthly newsletter with coupons, deals, and other relevant information.

To make customer service activities run more smoothly and effectively, you need supporting software. StringeeX Contact Center is a call center software that supports multi-channel customer service. Communication channels such as Fanpage, Zalo OA, Live-chat, or Hotline will also be centralized and handled on a single software.

StringeeX smart virtual contact center also offers many modern features such as mini CRM, call routing and division, and multi-channel customer service integration that will help you save most costs while still providing the best customer service. This helps your customer care campaigns be remembered longer as well as create a lasting impression on users.

Businesses are invited to participate in a 10-day trial of StringeeX software with unlimited features HERE.

Factors influencing the buyer's decision-making process

Consumers' purchasing decisions are formed after a process of research and evaluation of all possibilities, and their choice also depends on many factors. It includes the following 7 elements:

Economical factor

Economic status is the most important factor influencing purchasing decisions. Customers' income affects their purchasing power: the higher the income, the greater the purchasing power, and vice versa. The higher the disposable income, the more customers will spend on luxury items, while the lower the income, the more they will focus on basic and essential needs such as education, food, equipment, medical, etc.

Demand factor

When purchasing, customers often ask the question: "Why should I buy it and is it really necessary?". Therefore, businesses need to optimize value or meet customers' needs so that they are willing to buy, even beyond their expectations. This factor is very important in customers' purchasing decisions.

Marketing mix elements

Marketing mix (4P) includes Product, Price, Place, and Promotion. These factors directly or indirectly affect consumers' purchasing decisions. Product features, price, availability at location, and promotions are factors that customers care about.

In particular, the product is the key factor, along with that is the price of the product. The company's product distribution location being easily and quickly accessible is also a big plus. And of course, indispensable in the 4Ps are sales promotion programs such as discounts, gifts, and free trials. This is also an important factor that directly affects consumers' purchasing decisions.

Personal factor

Demographic factors such as gender, age, occupation, lifestyle, and social status of customers are important factors affecting purchasing decisions. These factors impact customers' attitudes and needs, which can influence their individual or collective purchasing decisions.

Psychological factor

Psychological factors that influence purchasing decisions include awareness, motivation, knowledge, beliefs, and attitudes. Attitude is the most important factor. Marketers often focus on influencing consumer attitudes toward products, especially on online platforms. This attitude can have a positive influence on the purchasing decisions of consumers in Vietnam.

Social factors

Humans are part of society. Therefore, the living environment around them will more or less affect their purchasing behavior. Social factors include reference groups, family, and social status.

Cultural factors

Cultural factors such as race and religion, traditions, and ethical values  will certainly influence the consumer's purchasing decision-making process. Specifically, minor cultural factors such as religion, class, geography, and nationality and social class factors such as family background, education level, occupation, and residential location.

Conclusion

The above article has presented in great detail each step in the customer's purchasing decision-making process. StringeeX hopes that the information in the article has helped readers clearly understand this process, thereby effectively applying it to business marketing activities!