The Buyer Behavior Process

This post will be the first of many. The subject is no more or less important than the rest, it is simply the point where we dive in.

I am currently focusing on my Marketing class, specifically the chapter on the buyer behavior process. We are looking closely at the process that happens when a person buys a product — from the moment the potential buyer becomes aware of the product through the purchase and their reflection afterwards.

It is a narrow path. There are many places a person can lose the interest, ability, or inclination to buy a product.

It all starts with a problem. A buyer encounters some issue in their life that needs attention. They recognize the issue and start a search for information about possible solutions. They evaluate alternatives before finally making a decision. If they make the purchase, they then evaluate the results. They may extend praise about the product, say nothing, or even seek recourse if the experience was bad.

There is a myriad of factors that influence consumer behavior. These factors can be broad, touching nearly every aspect of the person's life — like age, culture, occupation, social class, and economic status. The factors can also be narrower in scope, such as an opinion or a current preference.

There are different types of buying behaviors as well, such as complex, habitual, or variety-seeking buying behaviors. It's important to take the behaviors into consideration when developing marketing strategies.

I'm not sure I found anything in this chapter particularly surprising. But I do think it was important to fully unpack the subject and really look at the finer points. After all, the devil is in the details.

I will certainly be thinking about this as I move forward in life, and I will try to be mindful of the thoughts and feelings leading up to my next purchase.