2/15/2013
The process of arriving at a purchase decision is more complex and less linear than it used to be, thanks to increased product research and purchasing options. At the same time, however, most consumers feel they arrive at a product choice more quickly than they used to, according to an About.com study of smartphone owners ages 18-64 who seek information online or via mobile at least weekly.
Shopping In Stages
The new purchase process includes the following stages; in each one the consumer utilizes a particular mix of resources to gather information or come to a decision.
- Openness: Pre-existing interest in a product category or brand – often there is a below-the-radar interest in or awareness of a brand that’s awakened by a sudden need.
- Realized Want/Need: A catalyst gives the consumer a reason to start looking for a product or service.
- Learning and Education: Basic product or category research as background to making an informed purchase.
- Seeking Ideas/Inspiration: Seeking out and/or noticing examples, reading expert and/or consumer reviews, exploring how the product or service will fit into one’s lifestyle.
- Research and Vetting: Looking at specific products, prices, and retailers. Comparing and reading reviews, looking for the best value.
- Post-Purchase Evaluation and Expansion: Evaluating the purchase and sharing the experience with others. May result in increased openness to other products from the same brand and/or other brands, leading to additional purchases in a short timeframe.
Websites are the most widely used resource throughout all stages of the purchase process, but visits to retail stores aren’t far behind.
Social networking plays a more significant role than television does throughout the process.
Source: “The Purchase Loop,” February 2013, About.com, division of IAC/InterActive Corp., Meredith Worsham, Manager of Communications, 555 W. 18th St., New York, NY 10011; 212-204-2617; mworsham@about.com; www.advertiseonabout.com. Price: Selected data are available online; contact for information on category-specific data.
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