For more marketing frameworks and models, visit the Marketing Theories page.
The Consumer or Buyer Decision Making Process is the method used by marketers to identify and track the decision-making journey of a customer from start to finish. It is broken down into five individual stages, illustrated below through a simple everyday example: a customer deciding to buy a new pair of running trainers.
Stage One — Problem Recognition
The first stage of the process is working out exactly what the customer needs. The customer feels that something is missing and needs to address it. If a marketer can determine when a target demographic develops these needs and wants, it becomes an ideal time to advertise to them. In the running-trainers example, the customer notices their current pair is looking worn and acknowledges the need for a replacement.
Stage Two — Information Search
This is the search stage of the process, and it is one that continually evolves — from traditional in-store shopping through to search engines and, increasingly, recommendations and previous experiences shared by other people. Information is not only gathered about products directly, but also through word of mouth and the customer's own past experiences.
At this stage a customer often begins to think about risk management. A customer might weigh the pros and cons to help make their decision, because people generally do not want to regret a choice, and spending a little extra time reducing that risk can be worthwhile. In the example, the customer researches trainer reviews and searches for terms such as the best trainer for a particular type of running, while also recalling which brands had or had not worked well for them previously.
Stage Three — Evaluation of Alternatives
This is the point at which the customer begins asking questions. Is this really the right product? Would a different option be better? If the answer is that it is not right, the process can loop back to the information search stage, and this transition may happen several times before the customer reaches the purchase stage.
Once the customer has determined what will satisfy their need, they begin seeking out the best deal. This may be based on price, quality or other factors that matter to them. Customers frequently read reviews and compare prices, ultimately choosing the option that satisfies most of their criteria. In the example, the customer confirms that running shoes are genuinely needed, checks whether better alternatives exist, and finds the original choice still compares well, allowing the process to continue.
Stage Four — Purchase Decision
The customer has now decided, based on the knowledge gathered, what to purchase and where to buy it. At this stage the customer has assessed the facts and reached a logical conclusion, made a decision based on emotional connections and past experiences, responded to advertising and marketing, or — most likely — a combination of all of these.
In the example, the customer selects a well-regarded pair of trainers, influenced by a positive previous experience with the brand, competitive pricing, and marketing that positioned the product as a strong option for serious athletic use. The positioning also lent itself to where the trainers were purchased — a specialist sports shop rather than a general shoe shop.
Stage Five — Post-Purchase Evaluation
The review stage is a key stage for both the company and the customer. Did the product deliver on the promises made by the marketing and advertising campaigns? Did it match or exceed expectations?
If a customer finds that the product matched or exceeded the promises made, they may potentially become a brand ambassador, influencing other potential customers at the information search stage of their own journeys and boosting the chances of the product being purchased again. The same is true in reverse: negative feedback, if introduced at another customer's evaluation stage, can halt that customer's journey towards the product. In the example, the satisfied customer would recommend the trainers to others and is likely to choose the same brand again, becoming an advocate for the company.
For more articles on marketing theories, explore the blogs on PESTEL, SWOT analysis, the Marketing Mix and the Boston Consulting Group Matrix.
Watch the Consumer Decision Making Process Explained
The video below is part of the Professional Academy Marketing Theories Explained series, presented by Professional Academy tutor Peter Sumpton, walking through each stage of the Consumer Decision Making Process.
How Professional Academy Supports Your Journey
Professional Academy has over 27 years of experience helping marketers master the theory and practice behind effective marketing. The Consumer Decision Making Process is one of many frameworks covered within the CIM marketing qualifications, which build the practical skills to understand customer behaviour and plan campaigns that meet customers at every stage of their journey. To take the next step, explore the CIM Level 3 Foundation Certificate or the CIM Level 4 Certificate in Professional Marketing. If referencing is needed for an assessment, the Harvard Referencing guide can help.
