Decision Making Process of customer

Vivek Vasudevan

Description

http://brandsfun.com/consumer-decision-making-process
As a marketer, the biggest challenge today in getting the mindshare of the customer. There is a overdose of campaigns through mix of different media starting from SMS, print, digital, TV, outdoor, radio .Each brand claims to be better than other & lot of their campaigns are crafted with subtle imagery thrown around them by best of minds. This brings us to the basic question, what are basic rules of consumer decision making process?
Decision Making Process of customer

Informations

• Publié par: decision-making-processs
• Publié le: 24 septembre 2016
• Nombre de lectures: 133
• Langue: English

Extrait

Decision Making Process of customer

As a marketer, the biggest challenge today in getting the mindshare of the customer. There is a overdose of campaigns through mix of different media starting from SMS, print, digital, TV, outdoor, radio .Each brand claims to be better than other & lot of their campaigns are crafted with subtle imagery thrown around them by best of minds. This brings us to the basic question, what are basic rules of consumer decision making process?

Consumer decision making process Thedecision makingprocess of the customeris remarkablyconsistent and almost everyonegoes through a five stage decision making process as shown in exhibit below

Gate 1.Awareness:-

Has your customer heard of you as a brand?

This covers the basicquestion. Hasyour customer heard ofyou as a brand?. Ifyou are a brand who has been in business foryB2C seears in gmament this ynot be a challenging stage. But ifyou are a new brand, this stagepresents a challenge to bepresent where the customer is. Research has shown that customers generallyprefer topick upproducts that theyhave heard of as it reduces risk in his mind. That does not mean lack ofawarenessmeans thoseproducts won’t bepicked up. In case of B2B brand, brand maybe manya times ingThere are manredient brand. ycases where brands have moved out of beingan invisible brand & become brand case in point being Intel

Then there are commoditybrands where brands do not have anyrole in consumer buyingbehaviour. These are low involvementplike investinroducts where customer does not feel gtime topick theproduct, hejust picks upat counter. An examwhatever is available ple of such case will be typical nails that arepurchased. You just look at nails & pick it up & don’t think much about it

Gate 2.Familiarity:-

Does customer know what category your brand is in?

Once customer has seen the brand, he should know “what the brand can do “

This stage caters to categoryidentification. There are manya case where brands are seen & customer still does not recollect them at thepoint ofpurchase. Manynew brands make mistake of building awareness without aiding to familiarity thereby dropping off at this level in the decision making process.

Gate 3.Consideration:-

Does your brand meet customer needs?

This is apredominantly a rationalprocess .The customer is now aware whatyis & now starts toour brand evaluate whether it meets his needs rationally. If a customer looks to buy a television, he basically looks at all the brands that he is aware. Thenpicks some brands basis the attributes that he is lookingHe then at. checks with his friends, does internet searches, visit some shops to figure out some brands which fit in his basic criteria.

Gate 4.Brand Preference:-

Does your brand meet my needs better than others?

Whileprevious stage was mostlya rationalprocess,this is an emotional one. Basically all the brands that feature in theprevious stagcustomer is lookine have all the features that gNow customer starts lookin for. g at “which of these brands meets myneeds better”. Mostlyit doesget down to subjective & emotional decision basis the discussion he would have had with his peers or basis his past experience

This appnot onllies to ybusiness but also the B2B business .Man the B2C ya times deals at B2B business gets closed at this stage. So the firms are being shortlisted for a deal & asked to come topitch. Once they come topitch, there are beingnot on whether the evaluated ycan do thejob, but what is the team that they bring to do the job

Gate 5.Brand Loyalty:-

“Does the brand live upto its brand promise”?

At this stage the brand has been bought & expseries of decisions bit leads to erienced and ycustomer. Should heptime? Has it fulfilled his demands? Has it made him haurchase the same next ppybyusingit? If brand can succeed through all these then we reach the ideal situation in the consumer decision making process,ie ofbrand loyalty