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Marketing Strategies: Steps of the Consumer Evaluation Process
- 1. Marketing Strategies: Steps of the Consumer Evaluation Process In this presentation, we will take a look at the five steps of the consumer evaluation process and explore marketing strategies for each step. DRBCCC HINDU COLLEGE by Kausalya J. R
- 2. Step 1: Problem recognition 1 Triggering a need Recognising when a customer has a problem and providing solutions through advertising or promotional campaigns. 2 Creating a need Showing consumers how their lives can be improved through a new product launch, or by highlighting a previously unconsidered need. 3 Offering solutions Providing a range of affordable solutions for consumer's problems, or giving free trials to first-time users.
- 3. Step 2: Information search Online reviews Increasing positive online reviews and making them more accessible to consumers via brand websites can help guide consumer decisions. Mobile Accessibility Providing a convenient search engine or web-page can encourage consumers to invest more time in researching products. Visibility Optimising search engine platforms and using advertising tools and targeted ads to show product offers to customers looking for similar products.
- 4. Step 3: Evaluation of alternatives Price & Functionality Offering the consumer competitive pricing and superior product or service functionality as compared to the alternatives. Brand Identity Encouraging consumers to select products based on brand identity and reliability through creative marketing campaigns and personalised social media branding. Product Endorsements Attempting to build trust and loyalty with consumers by sponsoring products or collaborating with advocates to promote the brand.
- 5. Step 4: Purchase Decision Free Shipping & Discount Codes Offering attractive deals like free shipping and discount codes to reduce the risk in purchasing products or services. User-Friendly Checkout Optimising and simplifying the checkout process, providing secure payment options, and quick access to help & support. Positive Reviews Displaying customer reviews on the product page to showcase favourable experiences and boost sales conversions. After-Sales Support Providing after-sales support to reduce buyer's remorse and increase customer satisfaction. Offering free returns or 24/7 customer support options.
- 6. Step 5: Post-Purchase Evaluation 1 Campaign progress Track the progress of post-purchase evaluation campaigns through the use of web tools, exit surveys, and feedback. 2 Quick Resolution Resolve issues quickly and professionally through efficient customer support channels, avoiding negative online reviews. 3 Loyalty Programs Implement loyalty programs to keep previous customers engaged with the brand and encourage further purchases or patronage.
- 9. THANK YOU