Which phase is not part of the customer buying process?

The customer buying process typically consists of several key phases that a consumer goes through when making a purchasing decision. These phases usually include need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior, which encompasses post-sale follow-up.

The reason discussion is not considered a formal phase of the customer buying process is that the other phases involve specific actions related to decision-making and purchasing, while discussion may be more informal and not dedicated strictly to the decision-making process. Although discussions can happen during the buying journey, they are not classified as a distinct phase like evaluation, purchase, or post-sale follow-up. This distinction is important because it frames the buying process in a structured manner, highlighting how consumers systematically navigate from recognizing a need to making a purchase and evaluating their satisfaction afterward.