1.

NEED RECOGNITION (AWARENESS)

► The first and most important stage of the buying process, because every sale begins
when a customer becomes aware that they have a need for a product or service.
► The need recognition stage of the consumer decision making process starts when a
consumer realizes a need. Needs come about because of two reasons:
❑ Internal stimuli, normally a physiological or emotional needs, such as hunger,
thirst, sickness, sleepiness, sadness, jealousy, etc.
❑ External stimuli, like an advertisement, the smell of yummy food, etc.
▪ A stimulus is defined as any unit of input affecting one or more of the five
senses of sight, smell, taste, touch and hearing.
⮚ Even if the core cause is vanity or convenience, at the most basic level, almost all
purchases are driven by real or perceived physiological or emotional needs. The
causes for these stimuli can be social (wanting to look cool and well dressed) or
functional (needing a better computer to do work more effectively), but they speak
to the same basic drivers.

⮚ We buy groceries because without food in the house, we’ll be hungry. We buy new
clothes because we’ll be cold, or we feel like everyone else has the latest handbag
of the season, and we don’t want to be left out.
Example: Looking for a new camera
Think about it: Why does someone start looking for a new camera? Likely, their old camera isn’t
working well anymore, or they simply want a nicer camera. Maybe they have a vacation coming up.
Or maybe they want to give the camera as a present to their sister, who just had her first child.

How in the world is this related to a physiological need? Simple. Without a camera, they won’t be able
to document special moments; therefore, they have an emotional desire to save these moments so that
they are happy and not sad.

This emotional desire is the internal stimuli in this situation. Sure, a camera isn’t a life necessity
keeping them from surviving, but it does solve a core emotional need.

What happens after someone identifies a need? They begin looking for a solution! Which brings us to
the next step in the customer journey: searching for information.
 2. SEARCH FOR INFORMATION
(SEARCH)

► After the consumer recognized a need or want, thy will search for information about
the different alternatives available.
► During this stage, customers want to find out their options.
► So how do customers search for information?
❑ INTERNAL INFORMATION - process of recalling past information stored in the
memory. (previous knowledge of a product or brand)
❑ EXTERNAL INFORMATION - process of seeking information in the outside
environment. (information about a product or brand from friends or family, reviews,
endorsements, press reviews, etc.).
 3.EVALUATION OF ALTERNATIVES
(CONSIDERATION)

► Now that the consumer has done research, it’s time to evaluate their choices and see if
there are any promising alternatives. The consumer will use the information stored in
their memory and from outside sources to develop a set of criteria. These standards will
help the consumers evaluate and compare alternatives.
► This is the stage when a customer is comparing options to make the best choice.
► Their evaluation is influenced by two major characteristics:
❑ Objective: Features, functionality, price, ease of use
❑ Subjective: Feelings about a brand (based on previous experience or input from
past customers)
4. PURCHASE (CONVERSION)

►During this stage, buying behavior turns into action – it’s time for
the consumer to buy!
►After evaluating the alternatives the consumer then decide
purchasing the best option. He will then purchase the product that
the consumer prefers based on the set criteria.
 5. POST-PURCHASE BEHAVIOR (RE-
PURCHASE)

►After making a purchase, consumers consider whether it was worth it,

whether they will recommend the product/service/brand to others,
whether they would buy again, and what feedback they would give.
►When consumers buy a product or avail of a service they expect
certain outcomes. They will measure their satisfaction in purchasing a
product or availing of a service base on their expectations.
Aspirational group is a reference
group that an individual wishes to
join.
This refers to the individuals or group of people that an individual or
Non-aspirational group is a marketing agency does not necessarily have any direct face to face
reference group that an individual contact with but still use them in reaching out to their target market.
wishes to detach him or herself This group consists of musicians, sports personalities, politicians'
film stars and TV stars.
from.