Modern Consumer Process: Needs Recognition, Information, Ratings

What we used to do in the real-world retail stores, is now being done online. In fact it’s even become more complex and it’s set to become increasingly complicated. The purchasing process, everyone has one and the modern consumer will not buy a product without it. You too have it, but it comes so natural to us all these days, that we don’t recognize it. Does it start off with the product search? Well, yes and no because great marketing will show consumers a product they that has been targeted to them because of previous searches. The consumer starts the process on their own half the time and the other half a company is simply fishing with the hopes of getting a bite. Then comes the barrage of vital information that we all need to get the gist of the product. This is the part where the modern consumer process really comes into its own. 

Recognition of needs

Needs will only rise when there are problems. Wants come from desires but needs are always seen as more important. This could be something like breaking a product you already have such as a pair of jeans, a smartphone, your backpack or even things like your car. When consumers no longer have products which help them in their daily lives, needs rise to the surface. Businesses must understand that this is usually the motivating factor for cautious buyers and those that are frugal spenders. It’s much easier to understand wealthier customers because they buy for desires. 

Information bombardment

Just because consumers have needs doesn’t mean they’re desperate. For a consumer to be desperate, factors such as time have to be against them. For someone who doesn’t have a smartphone but isn’t going on holiday where they will want to take photos, they can take their time. So, how you win the consumers over is by bombarding them with information about your product. This is the next stage of the purchasing process. Once they have recognized their need, they will begin to search for products that will service their particular needs. So always have quality product descriptions. Highlight key points but don’t be afraid to hit on nuances either. 

Weighing up choice

Once consumers have narrowed down their options after being satisfied by certain products due to their information, they will weigh up their choices. What will push modern consumers towards one product over another is peer review. The review rating of products is incredibly persuasive. However, keeping on top of your reviews is a big challenge, so employ a review monitoring service to help you mitigate negative reviews. The service will have an automated alert which tells you when a customer has left a review. If it’s a negative review with a low star-rating, your team will be able to react quickly and solve the issue. You might even be informed about defects in your own product.

Consumers today want to be informed about your product, they will take the time to read product descriptions. However the star-ratings and feedback left by other customers is usually the thing that tips them over the edge towards buying or declining.