At this point, the customer may or may not know what will solve their problem. They may only be aware that they want to change their reality or situation. Or they may have an idea about what will help them but are not quite sure which brand, product or services. In the eyes of the marketers, it is an opportunity to identify the customers first-hand.

Ex. When a mobile phone is a broken and a customer is need for one and looking, marketers have to identify those specific group of people and target a mobile phone for then that they need.

The next phase of the buying decision process begins when the customer starts looking for information that will help them solve their problem. They know they need something to fix their situation but aren’t sure which solution is best for them. Here, marketers can target customers through search engines and social media so that their respective products or services can be reached to them more effectively.

Ex. Marketers can target social media and other outlets to promote their product and services.

Once the initial information search is complete, customers start reflecting on what they learned or discovered. They begin to evaluate their options to determine which is the best solution for their problem. During this phase, Marketers can promote their products alongside their competition, showing consumers what they are missing out on. This in return will make the consumers decision being strong towards a product or a service being offered by that company.

Ex. Marketers can make and look their product or services attractive compared to the alternatives in question.

At this point of the buying decision process, the customer is ready to pull the trigger and make a purchase. They have made their decision about which product, service, brand, or solution is best for them, and they are ready to buy. This is the most important step as it's the trigger point. Marketers should be keen to make sure consumers follow through with this as this in the end will define whether a product or service is purchasable.

Ex. The most important thing to do here is to make sure the customer follows through with the purchase. So it is important to make sure the customer gets all the knowledge on the product they are buying and assuring them that they will be satisfied with it.

At the last step of the five-stage consumer decision-making process, the path to buying is complete. The customer has made a purchase. But that doesn’t mean the customer journey is complete. Now is the time when the customer reflects on whether they made the right decision. Marketers here have to make sure that their products are good enough for the consumers and make sure to tend to any of the problems or issues they have with it. 

Ex. Customer service is the key aspects that define a good company and how well a company treats their customers. This in turn will increase their brand image as well as popularity among more markets.