Question

​Why is it important for marketers to recognize the stages that a consumer goes through in making a purchase decision?

Answer 1

Consumer is the heart of any business. It is every marketer’s job to peek into consumers' mind. If you know how the consumer makes decisions it will be easy for you to take your decision towards your business. There are 5 steps in a consumer decision making.

Problem Recognition: A marketer can only serve the need of the consumer. If you can understand the need or want of your targeted customer or in one word the problem that your consumer is having or about to have in near future, before your competitors then it will be very much beneficial for your business.
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Search Process: As you have already identified the problem of your consumer, now you have to search down the appropriate, affordable solution for them. Here come the product research part. it is very important and challenging phase of any business where marketer have to search down the solution which can be broadly accepted by the customers.

Evaluating Alternatives: Once the need or want of a customer is identified then it will be revealed to the open and competitive market, so it will be a challenging role for a marketer to offer their goods and services in a way that most of the consumer get the maximum utility.

Selection Stage: This is the stage where customers use to take decision bye putting their risk into the account for their desire products or services. Here your job will be to advertise your product or services in a way so that it catches the eye of your targeted customers.

Evaluation of Decision: once the consumer select your product this is the final stage that you should look after. A continuous customer satisfaction is required to make realised your consumers that their decision was right and they will stick to their decision in future also.