Empower Your Purchasing Process with airSlate SignNow's Sales Evaluation Tool

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Do you remember how you got your computer? Most of you probably made this decision   because you don't have a computer or your old  computer is not working well. So not having   a new computer creates some problems and you  determine that. Later, you start getting advice   about computers from your tech-savvy friends.  At the same time, you browse some electronics   stores or do research on the Internet. In the next step, you identify several   computers that you can buy and compare them  with each other in terms of price, quality,   functionality and so on. So you decide which  computer is best for you and buy that product.  After shopping, we have negative or positive  thoughts such as : "I wonder if I made the right   choice. Maybe I could find this model cheaper  at another store?”. Some of us even think that   we did not make the right decision and use the  14-day consumer right to return the product.  This scenario is probably familiar to many  of us. Now, let's look at the practical case   that I talked about, which stages a buyer goes  through before buying a product in business.  As in the example of a computer, any buyer goes  through 5 stages before buying any product.   These stages are as follows: The  first stage is problem recognition,   the second stage is information search,  the third stage is alternatives evaluation,   the fourth stage is purchase decision,  and fifth - post-purchase evaluation.  So, how does understanding the buyer's journey  through these stages benefit companies?  The important point here is that businesses  know this process and choose appropriate   marketing strategies for each stage. So,  businesses should know what stage they   are in when communicating with customers and  exhibit appropriate presentation and behavior.   More precisely, it should implement  appropriate advertising campaigns.  Now let's take a closer look at these 5 stages. In  the first stage, i.e. problem recognition stage,   the consumer discovers that he needs  or wants any product. At this point,   the communication message of companies can play  a big role. For example, a person who feels   sleepy every day and has low productivity  at work may perceive this as a problem.   After discovering this problem, he may think  that if he drinks a cup of coffee in the morning,   his productivity will increase, and he  decides to buy a home coffee machine.   For this reason, the consumer moves to the  second stage - the information search stage.   At this time, he asks his close friends if they  know of a place that sells coffee machines of   good quality and reasonable price. He also  searches online. As a result, he found a   shop selling coffee machines with 3 different  names. Then the buyer goes to the 3rd stage,   i.e. comparison of alternatives. Finally he  compares these 3 brands and decides to buy one.   This is the 4th, i.e. decision-making stage. The  decision made can be both rational and emotional.   The effect of these factors, of course, varies  from person to person. For example, in the   decision-making process, someone may praise brand  A more, and the buyer will be influenced by this   and make an emotional decision to buy brand A.  On the other hand, based on complete rationality,   he can buy the B brand by examining all the  product's indicators and making a final decision.   It depends on the psychological  state of the buyer at that moment.  Let's say that the buyer buys brand A and after  going home he thinks "did I really make the right   decision?". Or he is completely satisfied with  this product and makes his next purchase from the   same store. Sometimes, after buying a product,  the next day he thinks he made a wrong decision   and replaces that product with another product. It should be noted that you can experience this   process while buying each product. But these  stages are imperceptibly fast in cheap products,   and more noticeable in expensive products.  For example, imagine that you buy a house   that can be expensive for you, and a  sparkling water that is very cheap.   You spend seconds buying water, but maybe months  buying a house. This means that you go through   the stages we listed in the video faster when  buying water, and slower when buying a house.  Buyer stages take longer in B2B businesses  and less time in B2C businesses.   Here B2B means "Business to Business"  and B2C means "Business to Customer".   As an example, the company "Animators",  which provides animation support to   the "Easy Marketing" project and offers  various animation services to businesses,   can be cited as an example. Thus, "Animators"  offers animation services to small and medium   businesses to promote themselves or their  products or services. This is considered a   B2B sector. An example of the B2C sector is one of  the world-famous companies, the chain of clothing   stores "Zara". In this case, Zara's customer group  is not individual companies, but ordinary people.  Sometimes it happens that a company  provides both B2B and B2C services.   As a note, we plan to talk about this B2B and  B2C topic in more detail in the next videos.