The consumer purchasing decision-making process
BusinessThere is more to making a purchase than simply making the purchase itself. All consumers, whether in a store or online, go through several decision steps when making any type of purchase, large or small. This graph depicts the consumer’s mood from when they are unaware of the offer to when consumers become strong advocates of the offer (word of mouth). It also shows how marketing and advertising can significantly influence the decision-making process and which media are appropriate for each stage.
UNK/UNKs: Awareness advertising for those “Unknowns/Unknowns who don’t yet know they have a need.
Awareness Need: Case building advertising/awareness to put advertiser “top of mind”, creating shared awareness.
Needs assessment: profit-oriented advertising to shift the solution from the need to the offer of advertisers
Data Collection: Profit-oriented, educational advertising, informational and comparison print material such as brochures, flyers, direct mail.
Data evaluation: Printed information and comparison brochures, specification sheets, direct mail brochures.
Purchase decision: sales- or price-oriented advertising, direct mail, point-of-purchase, incentive materials, and advertisements.
Real Buy: Point-of-sale materials, banners, bonus offers, and sales incentives help here.
Buyers Remorse: Awareness Advertising Again, Customer Service, Tracking, Direct Mail
Tryers: direct mail, awareness advertising, word of mouth. Supporting educational ads that remind you of the value proposition.
To learn more or read more articles like this one by Tim Kenney, visit us online at http://www.tkm2.com or http://www.marketingadvertisingdesign.com
© Copyright 2007. Tim Kenney Marketing | www.marketingadvertisingdesign.com