The Buying Process

13 Stages – depending on product, order may change and some stages may be combined
Recognition of a problem or opportunity
Awareness of a potential solution
Motivation to find out more
Research – options, benefits, facts
Decide to buy generic solution
Decide to buy particular brand & model
Find preferred supplier – agree purchase price and terms
Complete the purchase transaction
Receive the product
Determine satisfaction
Pay – or dispute
Decide whether to buy again
Decide whether to recommend to others

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