By Claudia Perez | March 2025
Hello, dear business owners! Welcome to another weekly meeting. Today, I will be sharing with you a useful and interesting marketing concept: The Buying Decision Process.
This process is something we experience daily as customers or buyers, but it is an extremely important concept for marketers, especially when we seek to optimize and refine strategies. I propose that we analyze this system of concepts using the example of purchasing an airline ticket, an experience that may be quite familiar to most of us.
Buying Decision Process:
Need Recognition: The first step in any purchasing process is precisely the recognition of a need. Let’s say that a “Buyer A” (this is how we will refer to them in our example) has the need to travel (external stimuli), whether for business or leisure, and must look for an airline ticket.
What implications does this phase have for marketers?: At this stage, it is essential for businesses to be present. Marketing should be focused on demonstrating how a product or service is the solution to a problem or an undesirable state in which our potential consumer finds themselves. In our example, we can achieve this through targeted advertising, promotions, social media and traditional media ads, and content that motivates and generates stimuli.
Information Search: Once a need is recognized, our “Buyer A” will try to search for information or alternatives that best satisfy that need, considering attributes such as airlines, schedules, prices, or layovers.
It is likely that this process will be influenced by recommendations from family members, the brand recognition and brand equity of a particular company, or simply through search engines such as SkyscannerLinks to an external site., Google FlightsLinks to an external site., or MomondoLinks to an external site..
What implications does this phase have for marketers? At this stage, it is crucial to have strong and optimized SEO that allows us to rank high in search engines. In our example, having a complete profile on platforms like Skyscanner and Google Flights, as well as offering competitive and attractive prices, are key factors.
Evaluation: What happens at this stage of the process? Our “Buyer A” will evaluate to what extent the different attributes they previously researched meet their needs. For example: ticket price, flight schedule, duration, layovers, airline, cancellation policy, and baggage allowance.
It is highly likely that “Buyer A” will conduct an evaluation of choice alternatives among airlines, considering various attributes. For instance, “Buyer A” might compare options such as DeltaLinks to an external site., JetBlueLinks to an external site., and SouthwestLinks to an external site..
What implications does this phase have for marketers? At this stage, we need a clear differentiation of our product, understanding what makes our airline unique (Points of Difference – POD). This could be comfort or punctuality, and we should emphasize the visualization of these PODs.
Customer reviews are always an influential factor, so having and amplifying positive reviews on platforms like Tripadvisor and Trustpilot is a useful tool. Additionally, we can use re marketing strategies to remind “Buyer A” of their upcoming purchasing decision.
Purchase: We have reached the pinnacle of the process—the conversion action. Let’s say that in our example, “Buyer A” chose Southwest and purchased a $250 ticket with a layover and additional baggage.
What implications does this phase have for marketers? Marketers recognize that at this stage, it is extremely important to have optimized websites, with a variety of payment methods, an easy conversion process, and a seamless checkout experience, ensuring that the purchase experience is smooth.
Post-Purchase Evaluation: Even though, after Buyer A’s trip, the ticket itself loses its value, the service experience has a significant impact on future purchasing decisions and recommendations. A positive experience, for example, in punctuality, comfort, and good customer service, could result in “Buyer A” choosing Southwest again in the future.
Implications for marketers: As part of post-purchase follow-up efforts, we can send thank-you messages and surveys. These allow us to gather insights into customer experience and satisfaction levels.
Based on feedback, we can make timely decisions—for instance, addressing complaints effectively or fostering customer loyalty in cases of positive experiences.
Encouraging satisfied customers to leave recommendations on relevant platforms contributes to boosting our online reputation through a positive post-purchase experience.
Conclusion
Dear readers, with this example, I aimed not only to illustrate the different steps in the purchasing process but also to highlight how important it is for marketers to understand them, as it allows us to influence consumer decision-making and make strategic decisions that enhance the customer experience, engagement, and brand loyalty.
That’s all for today, dear readers! I won’t say goodbye, but rather see you next time. If you want to learn more about the world of marketing, I invite you to read my latest post: