It is human nature to share good news with others, especially when we find a product that works. Thanks to social media and online reviews, it is easy to share experiences and positive results with products that we have tried. There are a few steps that every consumer goes through, when they are considering a product to purchase.

The first thing is to identify a need. If there is no need, then a purchase probably will not happen, because it is not deemed necessary. Take brain enhancing supplements for instance. You may be feeling very tired, unable to remember things that used to come easily, or you are misplacing items more frequently. The need would be that you desire to improve your memory function, and to process data more efficiently.

Another example would be, that you desire your morning commute to be easy and quick. Mass transit may be your current form of transport, and it is not meeting this desire, so the need would be to purchase your own vehicle.
There are several different types of needs. The first being functional, which as described above, is an answer to a specific problem. Social need is another, and this is based on a desire to belong in the current social environment, and to be recognized by others. An example of this would be purchasing a new designer handbag. The third type of need is simple to change. For instance, you have a desire to change the décor in your living room, so you will need to purchase new furniture.

In addition, remember that it is the job of a good marketing campaign, to convince the consumer that a need exists. For instance, you may be watching a late night TV infomercial, and you never realized that you needed the advertised product, until you were told.

Once the need is identified, the next step is to do some information research, and this will be a guiding factor in the specific purchase. Internal information is data that is already in embedded in a person’s memory. For instance, it could be a previous experience with a certain type of product. This is a good source of information to use for everyday items that are used on a regular basis. But for more costly items or products that are new to your life, such as brain enhancing pills used to improve memory, then the chances are, that you will rely more heavily on external information that we gather from family, friends and product reviews.

Now that the data is collected, a consumer will have to review the pros and cons of the selected products. Each selection needs to be evaluated, to see how the specifics of the product will meet the consumers’ individual needs. The features and the functionality of the product is one aspect that will be examined, and the other is not so tangible, as it is a subjective matter based on the perception of the product and the reputation of the manufacturer.

The consumer is one step closer to making the actual purchase, as the need has been identified, reviews have been read, evaluations have been made, and now it is time for the final selection.

Let’s take for example, your final purchased product is a supplement that is designed to improve your memory capabilities. You have gone through all the steps mentioned above, and after taking the product for a certain amount of time, you begin to see results (referred to as post purchase behavior). You are excited about the fact that the selected product is fulfilling their promising claims, and you want to share this information with others. The cycle will begin again for another consumer, and your verbal and/or written review will have an impact on the next consumer. Yes, product reviews, especially for supplements that show positive results, have a huge impact on whether a consumer will or will not purchase a particular item.

Post purchase behavior is an important step for the manufacturers, because this will grow their loyal customer base. Whether good or bad, consumers will share their experience and opinion of a product and company over the internet, and reach thousands of other people with just a few key strokes. In fact, 90% of all consumers (whether satisfied or not) will post an online review, and this has a major impact on how other consumers may shop. In a recent survey, more than one thousand Americans where asked, if reviews influenced their buying decision, and more than 90% of those surveyed said “Yes.” It was also revealed, during this survey, that negative reviews are usually found on sites that are specific to product reviews, while more positive reviews are found being shared among friends on social media sites, such as Facebook.


Author's Bio: 

Sara Biston, a freelance article writer by profession. She has written numerous articles, online journals on health disorders, workouts, exercise and diet plans. She is also passionate about beauty and fitness. She has 6 years of experience in health and medical writing for beauty and medical communication industries. She also holds an education in Psychology that complements her belief of inner health. Her mantra is "Change your life by changing your mind. Today is a new day!"