When we buy something, we may not realise that we go through a decision-making process. Whether when we buy a snack or when we buy a car, we follow basic stages to find the best choice before we decide. This process has been significantly sped up and enriched by technology, changing how we make decisions. Today, it’s faster, more detailed, and personalised. This blog breaks down the 5 stages of the consumer decision-making process by John Dewey and shows how they have evolved over time.
What is the Consumer Decision-Making Process?
The consumer decision-making process is essentially a mental journey that buyers go through before, during, and after purchasing a product or service. It starts with identifying a need or desire, then moves into gathering information and weighing potential options.
Buyers compare various aspects to make an informed choices like;
- Price
- Quality
- Reviews
After the purchase, they evaluate whether it met their expectations, which influences future buying decisions. This process is key for businesses to grasp, as it allows them to guide consumers toward choosing their products or services more effectively.
The Stages of the Consumer Decision-Making Process
The consumer decision-making process has five main stages. Let’s break down each step of the process and dive into what it entails, highlighting how it has evolved over time.
Stage 1: Problem Recognition
The first stage is recognising a problem. This is when consumers realise they have a need, a product, or a service. In the past, people often noticed their needs through traditional ads, like TV commercials or newspaper ads. Consumers were often guided by the selection available at nearby stores. For instance, encountering a new product on a shelf might lead to the sudden awareness that they needed it.
Now, recognising a need happens much faster. With the rise of technology, consumers encounter personalised ads on social media, through emails, or influenced by their online activities. For example, if someone browses for shoes online, they may later notice ads for those same shoes in their social media feeds. Additionally, influencers on platforms like Instagram can introduce individuals to products they weren’t previously aware of, highlighting new options that align with their interests.
Stage 2: Information Search
Once a consumer identifies a need, they proceed to search for information.
In the past, people had to rely on traditional methods to gather information. This often meant asking friends for recommendations, visiting stores, or reading product brochures or newspapers. It was a gradual process with few choices available.
Now, searching for information is quick and easy. With a few clicks over the internet, consumers can easily find the products they want to check to compare prices, features, and convenience online. Websites like Google search and e-commerce Amazon provide a wealth of choices and information. Consumers rely on online reviews and expert opinions, allowing them to browse options from around the world.
Stage 3: Evaluation of Alternatives
The third stage is evaluating alternatives. In earlier times, comparing products was tough. Shoppers had to visit multiple stores or depend on what they found in brochures and ads, which took a lot of time.
Today, evaluating options is quick and simple. Consumers can compare products online using websites and social media that show side-by-side comparisons of prices and features as well as reviews of previous customers to influence their decisions. Online tools let people see the pros and cons of different products without leaving home, making it easy to evaluate many options in minutes.
Stage 4: Purchase Decision
The fourth stage is the purchase decision. In the past, most purchases happened in brick-and-mortar stores. Consumers would visit shops, talk to staff, and pay with cash or cards. In-store promotions, sales talk from staff, and recommendations often swayed their decisions.
Now, shopping has changed dramatically. Consumers can make decisions entirely online. They can check and browse websites and social media shops, add items to their carts, and complete purchases from the comfort of their own home. Features like secure payment of any card of their choice and fast delivery options have transformed shopping. Online shopping makes it easy for consumers to decide quickly, especially with incentives like free shipping or discounts.
Stage 5: Post-Purchase Behaviour
Finally, for post-purchase behaviour, after making a purchase, review or feedback was shared through word of mouth. Whether satisfied or dissatisfied with their purchase, they tend to share their experiences with friends or family. Complaints were directed to store managers, and positive feedback stayed within small circles.
Today, post-purchase behaviour is much more open and public. Consumers share their experiences widely on their social media accounts, or leave reviews, rate products online, and even create video reviews to share how satisfied they are with their purchase. Or recommend a product to many followers. If they’re unhappy, a negative review can reach potential customers worldwide. Businesses also engage with customers after purchase through follow-up emails and loyalty programs, encouraging them to buy again. The internet has made customer feedback positive or negative more powerful and widespread.
Conclusion
The consumer decision-making process has changed significantly with technology. What used to be a slow, in-person journey is now fast, convenient, and informed. Each stage from recognising a need to post-purchase behaviour has evolved thanks to the internet and digital tools. Consumers can quickly access information about the products or services and make purchases from home.
For businesses, understanding how this process works today is essential for meeting customer expectations and staying competitive. By recognising these stages and how they’ve changed, companies can better connect with their customers and improve their marketing strategies.
Check out our blog about Which Businesses Benefit Most from Paid Advertising? for additional insights and tips about marketing.