Posted on: March 16, 2020 Posted by: flaviaantonescu Comments: 0

Customer Behavior in the consumption process

All around the world, marketers and business owners are trying to understand the stages in the consumption process. They are trying to find answers to questions such as what are the customers’ needs and wants, how can products and services solve problems and offer a pleasant customer journey. However, the first step is to acknowledge how customer behavior works in different purchase stages.

Pre-Purchase Stage – Awareness, Interest & Consideration

The customer journey usually starts with customers being aware of a business and the products/services it has to offer. Nowadays, digital marketing has developed useful tools that help marketers and business owners to obtain insights about the pre-post-purchase stages and, therefore, to learn more about customer behavior. If you are relying on organic reach, paid ads and even earned media rather than foot traffic, it’s easy to measure the awareness, the interest, and even the consideration phases. You can analyze which content performed the best and which one needs to be improved or changed depending on your target audience and factors such as location, demographics, and psychographics. 

Purchase Stage – Evaluation & Purchase

The moment a customer evaluates whether to buy your product or your competitor’s product is happening under the evaluation step. Customers analyze the features, the price, the reviews, and even the alternatives. When customers decide to make a purchase, they are eager to satisfy their needs and also make a good deal. These factors are subjective to each customer but also make the difference between your business and the competitors. The purchase metric is the most important one because it’s the only one that brings revenue, therefore, the purchase stage is also the most important.

Post-Purchase Stage – Post-Evaluation & Loyalty

The loyal customers are usually the ones that re-purchased the products or services because they were satisfied with what the business is offering. Re-purchasing is what businesses aim for. The studies have shown that it’s much cheaper to re-target a customer than to acquire a new one, therefore, marketers will use retargeting campaigns as often as they can. Businesses should always be concerned about the post-evaluation because it represents the key to better customer experience and, hence, a deeper customer behavior understanding.