Answer:

Using an example, explain the three stages in the consumption process. 

      - When consumers buy and use products or services, they engage in the consumption
process. Pre-purchase, purchase, and post-purchase are the three stages of the
consumption process. The consumer decision-making process is the process by which
consumers become aware of and identify their needs, gather information on how to best
meet these needs, evaluate alternative available options, make a purchasing decision, and
evaluate their purchase.

Three stages in the consumption process

1. The Pre-Purchase Stage

      - The pre-purchase stage begins with need identification and continues with
information research and alternative evaluation before deciding whether or not to
purchase a specific service. It includes problem recognition, information search, and
alternative solution selection for the consumer. And marketers must answer the question of
how consumers form or change their attitudes toward a product, as well as how consumers
infer about the product.

Example in Pre-purchase Stage:

 Looking for a new camera

o Why does someone decide to buy a new camera? Most likely, their old
camera is no longer working properly, or they simply want a nicer camera.
Perhaps they are planning a vacation. Perhaps they want to give the camera
to their sister, who has just had her first child.
 Researching cameras
o Now that the customer has recognized the need for a new camera, it is time to
solve his problem. At this point, it is critical that you are visible to the
consumer who is looking for an answer. Here are some things a consumer
may be searching for:
 Best cameras 2022
 What is the best affordable camera?
 Which cameras are top-rated?
 Comparison shopping for a camera
o If you're a camera seller or brand, your goal during the consideration stage
is to persuade customers that your camera is the best option. And the most
effective way to accomplish this is to keep them on your site for longer
periods of time and to find ways to earn their trust.
 Consumers will first weigh the objective characteristics of your
camera. Is it equipped with all of the features I desire? Is it simple to
use? Is it in my budget? Then, the subjective consideration will kick
in: Do other people think it has all the features it should? Has anyone
 else who purchased it expressed any difficulty figuring out how to use
it? Is it generally thought to be good value for money?

2. The purchase stage

        - The customer interacts directly with the service firm during the purchase stage. At
this stage, the customer purchases the product and uses it; they will have a purchase
experience that is either stressful or pleasant; consumers are concerned with what their
purchase reveals about them. However, the marketer will concentrate on situational factors
such as display, proximity, location, and other factors influencing customer choice.

           Okay, now it's money time. Customers are ready to buy, have decided where and
what they want to buy, and are ready to pull out their credit cards at this point. But wait!
Not so fast. At this point, you could still lose a customer. This is the stage when the
purchasing experience is critical; it must be as simple as possible.

Example in Purchase Stage:

 Abandoning checkout for a camera

o Let’s say your potential customer has gotten to the checkout stage of his
purchase, and has second thoughts: What if the recipient wants a different
camera? What if this camera is missing a key feature that the recipient
would want? How difficult will it be for the receiver to return the camera if it
does not meet their requirements?
 This shopper will likely abandon his cart, and go back to the research
stage. Maybe he’ll end up back on your site, but maybe he won’t. At
this point, your goal is to persuade him to complete the purchase right
away so you don't lose him forever.

3. The post-purchase stage

        - Customers evaluate service performance and compare it to their prior expectations

during the post-purchase stage. Customers will be very satisfied if performance perceptions
approach or exceed desired levels. They will be ecstatic if unexpectedly high levels of
performance are achieved, and vice versa. And then they will share with their friends and
family... From the perspective of the person taking the exam, they are concerned about the
consumer satisfaction factor and whether they will return and repurchase, as well as
whether they will recommend to others.

          Consumers reflect on their recent purchase at this stage of the purchase decision
process. They think about how they feel about it, if it was a good investment, and most
importantly, if they will return to the brand for future purchases and recommend the
brand to friends and family. At this point, you must have a post-purchase strategy in place
to increase the likelihood that customers will engage with your brand again in the future.
Return customers account for roughly one-third of a store's total revenue on average, so
don't pass up this extremely valuable opportunity to boost your eCommerce conversion
rate by converting shoppers into repeat buyers.

Example in Post-Purchase Stage:

 Getting feedback and encouraging repeat purchases

o In the camera example, the customer has already purchased from your
brand and is weighing their options. Typically, this is when they will leave a
review about their experience. This is also when they are most engaged with
your brand and are susceptible to long-term engagement strategies. At this
point, you want to ensure that customers buy again, and you want to
encourage them to leave UGC that will benefit future buyers.