The set of consumer actions and habits during the process of buying a product and/or service. Consumers are influenced by different factors on a daily basis, and understanding them is the key to achieving a brand’s results (hence the importance of defining and creating a brand). persona).

This is a process that doesn’t follow a straight line because each consumer has their own needs when making a purchase. These are the main stages of your decision:

• Discovery: the consumer has not yet recognized their need to acquire a certain product and/or service. This same need will be discovered through the communication of the brands that will consequently pique your interest;
• Recognition: the consumer has already recognized their need, which they believe will be met by purchasing a certain product and/or service. They are more likely to interact with and be guided by brands;
• Evaluation: consumers are looking for the best answer to their needs. They start comparing products and/or services, based on prices, recommendations, benefits, the cost-benefit ratio itself;
• Decision: after weighing up all the offers on the market, the consumer decides which product and/or service to opt for. It is essential that the brand you choose is available to answer any questions you may have, as well as conveying confidence in the deal;
• After-sales: Now that the consumer has responded to their need, it’s time to evaluate whether the purchase was positive or negative. This is a key stage in brand-consumer communication as it guarantees satisfaction, with a view to loyalty and recommendation. The strategy itself is much more focused on the future, thanks to the outputs removed.