To truly thrive as a marketing professional, you need a basic understanding of why customers buy the things they do, and what they do with those things once they’ve bought them. The psychology of purchase decision-making reveals that clients move through different phases when buying products or services, like first identifying a need and eventually choosing the one they like and are willing to exchange money for. This article discusses the six steps customers take when making buying decisions:
Recognise a need/want
Every purchase starts with a potential customer having a need in their lives. Some of us need to replace our damaged computers while some of us need marketing services to promote our businesses. Once a customer recognises a need, they start a journey of discovery to fulfil that need. It’s no coincidence that beverage retailers such as Coke and Pepsi place vending machines very close to outdoor exercise areas and that you’ll find food trucks parked outside nightclubs.
Search for information
Once their need has been identified, the client will start the process of finding out what could fulfil it. Customers might know someone who knows something about what they need, but the majority will turn to digital channels. The family with the leaking basic might Google plumbers in their area, and the mom needing an au pair for her daughter might ask her social media communities for recommendations.