When purchasing a product, customers go through a series of processes. A consumer’s buying process is the series of steps he or she takes when making a purchase decision. A typical consumer purchase entails the identification of requirements and desires. 

The next step is to do an information search, which is followed by an assessment of all options. Finally, the purchase occurs, followed by a post-buy review.

Let’s take a look at each stage of the consumer purchasing process:

Determine The Issue

This is the beginning of the purchasing procedure. A consumer will not make a purchase unless they are aware of their needs or desires. When a customer feels compelled to purchase a product, he will make the transaction. There is an unmet demand or an issue that can be resolved by purchasing a specific product.

When there is an issue, needs arise. For example, you broke the business table that you used on a regular basis. As a result of this issue, you now need to purchase a new table.

Wants can originate as a result of a need for a product or as a result of being affected by other events. For example, you see your buddies working on their assignments on a laptop. You may have also noticed countless adverts touting the benefits of using a laptop for project work. You feel compelled to upgrade to a laptop as a result of this effect, even though you already have a desktop.

The marketer’s job at this point is to figure out what the customers want and then provide items that meet those wants.

Information Gathering

The consumer is aware of his need or desire at this point. He also understands that he wants to purchase a product that will help him solve his problem. As a result, he is interested in learning more about the product that can help him solve his problem. This leads to the stage of information gathering.

The customer will seek out all of the available options as well as the best answer to his situation. The buyer will hunt for information both inside and outside the company. Advertisements, print, videos, the internet, and even asking friends and family are all options for a consumer.

When customers are looking to purchase a laptop, they consider the laptop’s features, pricing, discounts, warranty, after-sales support, insurance, and a variety of other factors.

Here, a marketer must provide a wealth of product knowledge in the form of educational films, demos, blogs, how-to videos, and celebrity interviews.

Alternatives Evaluation

By this time, the customer has done enough research to determine what type of product will best answer his problem. The next step is to consider other goods that might be able to help him address his problem. In analyzing options, several points of information acquired from various sources are considered.

In general, buyers compare alternatives based on a variety of product characteristics. Consumers examine appearances, durability, quality, pricing, service, popularity, brand, and social media reviews, among other things.

There are numerous goods on the market that can answer a consumer’s problem. As a result, the consumer must make a decision after weighing the many options available.

The consumer will rate his options at the end of this stage and select the product that best meets his needs and desires.

Purchase Decision

Customers have already looked into a variety of options at this point. They are aware of the available price and payment methods. Consumers are deciding whether or not to purchase the merchandise. Yes, customers can still cancel the transaction and walk away at this point.

According to Philip Kotler (2009), two variables may ‘interrupt’ the final purchasing decision. It is possible that the buyer will receive unfavorable comments from friends or other customers who have purchased it. For example, a consumer chose a laptop but received poor comments from a buddy. 

This will influence him to reconsider his decision. Furthermore, the choice may be altered. A sudden shift in business plans, a financial crunch, or unexpectedly higher prices, among other factors, could cause a consumer to abandon their laptop purchase.

The consumer selects the product he wishes to purchase, but for a variety of reasons, he may not actually purchase it. At this point, a marketer should figure out the many reasons why the customer is hesitant to purchase. Price, value, and changes in the consumer’s needs could all be factors.

Marketers must improve their game. Begin by reminding clients why they chose to acquire the goods in the first place. Also, present as much information as possible about your brand, emphasizing that you are the finest source of the product that can meet his needs.

Simple email reminders can help to enforce a purchase decision.

Post-Purchase Assessment

This is the final stage, which is frequently overlooked by marketers.

Customers compare things to their expectations after purchasing them. There are two possible outcomes: satisfied or unsatisfied. If the product meets the needs of the customers, they will be satisfied. The consumer, on the other hand, will be unsatisfied if the goods do not meet his expectations. Even at this time, a customer can be lost.

A disgruntled customer can believe he made the wrong decision. This will yield results! Offering an exchange will be a simple process.

Even if a consumer is pleased, there is no guarantee that the customer will return.

Customers can take action to share their experiences in the form of customer reviews, whether they are satisfied or disappointed. This can be accomplished through consumer forums, websites, social media discussions, or word of mouth.

A marketer must ensure that the customer is satisfied with the goods in order for him to become a repeat customer. Brands must be cautious when it comes to creating a great post-purchase experience.


Marketers should spend time learning about the five stages of the consumer purchasing process. This ensures that your marketing approach tackles all aspects of a consumer’s purchasing decision. Here’s where we come into the picture. With us, Aiozium, you can make the consumer purchasing process very simple.