The processes involved in navigating the cereal aisle and selecting industrial security systems share a common underlying thought process, grounded in a foundational understanding of consumer behavior. The classic five-stage model—comprising need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation—serves as a framework to elucidate this behavior (Taherdoost and Madanchian, 2023).
- Problem Recognition: For a Marketing Manager at Keri Systems, this stage occurs when a campus security lead identifies that their access control systems are either outdated or insecure. Similarly, a student might recognize their laptop is unable to run the latest software, or their headphones have broken just before an important study session. This initial recognition of a need is the critical first step in the decision-making process.
- Information Search: In today’s digital landscape, consumers actively seek information about products. They explore specifications, browse the Keri Systems website, read reviews on LinkedIn, and attend webinars. While the abundance of information can complicate this search, it can also enhance it. A well-organized website along with engaging content can significantly alleviate uncertainty during this stage (Sun and Spears, 2022).
- Evaluation of Alternatives: At Keri, it’s essential to provide sales teams with tools like cheat sheets that compare various products, factoring in features, support availability, versions, revisions, and cost-effectiveness. For instance, comparing Doors.NET (On-Premises) with Borealis (Cloud), where one requires a subscription and the other does not, illustrates the diverse value each option provides. This approach helps customers evaluate products based on practical benefits aligned with their risk tolerance while considering emotional factors such as brand reputation (Sharma, Kanagal, and Gallopeni, 2020).
- Purchase Decision: To enhance buyer confidence, we showcase client success stories, such as a university that reduced installation downtime by 30% using our plug-and-play controllers. Tversky’s (1972) Elimination by Aspects theory offers insight into this stage, suggesting that consumers eliminate alternatives that lack certain desired features until they are left with one final option.
- Post-Purchase Evaluation: After installation, it’s vital to follow up with clients to gather testimonials and address any issues promptly. Ensuring customer satisfaction not only fosters loyalty but also encourages referrals for future business (Frontiers in Neuroscience, 2021).
Consumers overwhelmed by choices may fall victim to decision fatigue and rely on heuristics, such as brand familiarity, to guide their decisions. As a responsible provider, Keri Systems aims to ensure a clear, simple, and trustworthy decision-making process, transforming consumer choices into straightforward, confident decisions (Bontcheva, Gorrell, and Wessels, 2013).
References
Bontcheva, K., Gorrell, G., & Wessels, B. (2013). Social media and information overload: survey results. arXiv. Available at: https://arxiv.org/abs/1306.0813 [Accessed 18 Jun. 2025].
Frontiers in Neuroscience. (2021). How does information overload affect consumers’ online decision making? Available at: https://www.frontiersin.org/articles/10.3389/fnins.2021.695852/full [Accessed 18 Jun. 2025].
Sharma, P., Kanagal, N., & Gallopeni, N. (2020). Impact of information overload on consumer buying behaviour: Evidence from fashion brands. Dublin Business School e-Source. Available at: https://esource.dbs.ie/ [Accessed 18 Jun. 2025].
Sun, Y., & Spears, N. (2022). The role of information overload on consumers’ online shopping behavior. Journal of Business and Management Studies, 4(4), 168–174. DOI: 10.32996/jbms.2022.4.4.16.
Taherdoost, H., & Madanchian, M. (2023). Decision making: models, processes, techniques. Current Concepts in Decision Sciences. DOI: 10.37256/ccds.5120233284.
Tversky, A. (1972). Elimination by aspects: A theory of choice. Psychological Review.
The breakdown of the decision-making stages is spot on. Working in renewables, I see this process play out all the time with customers looking into solar, heat pumps, or EV charging.
People often don’t even realise there’s a “need” until you start talking about long-term savings or how much energy they could be generating themselves. And once they’re interested, it’s all about research – they want to know everything: costs, grants, performance, payback times… the lot.
I liked how you highlighted the importance of the post-purchase stage too. In our world, that’s where trust is built – and where referrals come from.
Would love to see something on how things like peer influence or brand trust play into decisions around sustainability – it’s becoming a big factor in how quickly people make the switch.
Reviewing this breakdown of the consumer decision-making process, it makes complete sense and is very relatable in terms of how these stages might unfold within a company like Keri Systems. Personally, I may have approached this more holistically by viewing it entirely from the customer’s perspective, considering their journey, the options they may encounter and the alternative routes they might take.
For instance, a customer may recognise a problem but might not know exactly what to search for online. This is where tools like AnswerThePublic can be incredibly useful. They help uncover the types of questions and phrases consumers are using, which allows marketers to think more like the end user and better tailor content to match those queries.
In the information search phase, many consumers turn to Google. Companies that leverage SEO and Google Ads effectively are more likely to appear as the first points of contact, an essential step in guiding potential buyers toward your solution. As mentioned in the post, customers then evaluate the available content. This is where providing support tools, transparent pricing, promotional offers and valuable resources like white papers or webinars can really help nudge the decision forward.
From my experience marketing for a Sports Community Interest Company, we used a similar approach. We offered a free induction day as a way to introduce the service and build trust. This not only led to more purchases but allowed us to collect post-induction feedback through surveys. We followed up with tailored offers for the next three sessions which made customers feel appreciated and more satisfied with their decision.
Ultimately, understanding the customer journey in full from problem recognition to post-purchase evaluation, helps businesses build stronger connections and provide value at every step.
The 5-stage model makes sense and is a proven theory with real-world applications. Does it become harder to utilize when you are in a B2B business and are a step away from the consumer?
I would imagine it necessitates a much more detailed plan for providing the Integrator (reseller/Installer) with the perfect set of tools to promote Keri’s products, so if the Integrator is presenting several options, Keri’s stands out as the best thought solution with the best ROI for the consumer.