The Consumer Decision Process: The External Search And Purchasing Process.

The External Search And Purchasing Process.

This is my final article on the consumer decision model. It focuses on the external search and the purchasing process (see figure 1). You can view the first two parts here: part 1 and part 2.

[image source_type=”attachment_id” source_value=”2679″ caption=”Figure 1: The Consumer Decision Model – The External Search And Purchasing Process” align=”center” icon=”zoom” size=”small” fitMobile=”true” autoHeight=”true” quality=”100″ lightbox=”true”]

The external search is made up of two elements: a web search and/or a visual search. The visual search is essentially a shopping trip. In the past consumers may have also used some form of directory (i.e. the Yellow Pages) as a search tool, but this has largely been superseded by the Internet, for this reason I shall not be discussing it today. The web and visual search can be mutually inclusive or exclusive. As an example, a consumer may decide to look at the physical item in a store then search for the best deal online, this is known as ‘showrooming’ and can be classed as a mutually inclusive search. Alternatively the consumer may just decide to focus just on the web or the ‘bricks & mortar’ outlets (this is a mutually exclusive search). In both cases brand recognition plays a big part in the process: the brand image, values and pedigree will give the consumer a picture and feeling about the product or service they are looking for and help them decide if it the right one for them. We must not forget that packaging design can also help a particular product stand out (see figure 2), it is particularly important for FMCG products. I would also argue that the design of your e-commerce website will help entice consumers to engage with the brand.

[image source_type=”attachment_id” source_value=”2680″ caption=”Figure 2: The impact of packaging.” align=”center” icon=”zoom” size=”small” fitMobile=”true” autoHeight=”true” quality=”100″ lightbox=”true”]

Not every organisation will have the budgets to advertise its products or services in such a way that they become well known and recognised brands. If this is the case then you need to make sure that you can be found easily on the web. There are two things to facilitate such a web search: the first is good Search Engine Optimisation (SEO) and the second is a comprehensive Pay Per Click (PPC) campaign. I will not be going through these now but you can read an earlier article I wrote here (SEO & PPC). Another element to consider for your web search is how your e-commerce site is configured: can your customers find what they are looking for? Is there an advance filtering system that is easy to use? These are important considerations that should be thoroughly tested.

Once you have been found you need to make sure that the process of evaluating and purchasing the product or service is as simple as possible. I’ll start with the actual purchasing process using an example, back in 2012 I wanted to purchase tickets for the London Olympics, I found the website and went through the process of registering my details but found that I could not purchase the tickets because I did not have a Visa credit or debit card. The London Olympics had set up a deal with Visa to restrict all purchases through the Visa system. This was a buying obstacle because by the time I had managed to get myself a Visa card the tickets had been sold.

Another important element in the purchasing process is the ‘trust factor’: consumers may not want to give their credit card details to a site that they are unfamiliar with, but a PayPal option could alleviate this. The same principles apply to physical outlets: make sure the purchasing process is appropriate, many supermarkets now have self-service checkouts to reduce waiting times, even McDonalds have started using this process. You may also consider a ‘click & collect’ option: you buy it online then pick it up in store.

Back to the evaluation, there are many options that can be adopted, the most significant being the ‘trial’. Car dealers are best known for this, offering their consumers the opportunity to test drive a vehicle before making their decision. This can be extended to many other products and services. You may want to consider samples, which could be free or purchased. You could also consider money back offers. There is also now a new evaluation process that every brand should consider, it is the consumer feedback channel. Many consumers will evaluate a product or service by reviewing the comments that can be found through forums and e-commerce sites: Tripadvisor is a good example, it is a major player in the hotel and travel sector. As a brand manager you will need to keep an eye on all negative comments and address them accordingly.

The process does not end when the consumer has paid for your product or service, they will be evaluating it during its use. Make sure you engage with them, post purchase, so that you can understand their ‘post consumption’ evaluations. This could be done through simple surveys, social media or your website.

That completes this series of the Consumer Decision Process. Remember, click on the link to find part 1 and part 2. Look forward to my next article where I shall share with you my experiences of trying to change my broadband provider to BT and how I will never go back to them.

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Dr Alan Shaw is a Senior Lecturer and Marketing consultant focusing on a range of sectors. His main interests are in strategy development, social marketing, digital marketing, advertising, consumer behaviour and marketing application.
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