Navigating the Buyer’s Journey

What is the buyer’s journey?

The buyer’s journey is a process that people go through when making a purchasing decision. It typically consists of three stages—awareness, consideration, and decision-making. Throughout the buyer’s journey, customers become aware of a problem or need, research potential solutions, consider different options, and ultimately reach a final decision.

My buyer’s journey involved the purchase of my car, a 2020 Hyundai Elantra, from a local dealership in my area on September 11, 2020. This plan had been in the works for several months, initially sparked by the noticeable issues with my previous vehicle, a 2008 Volkswagen Jetta.

Awareness.

I became aware of my problem when I repeatedly encountered a series of issues with my previous vehicle, including starting difficulties, overheating breakdowns, multiple dashboard warning lights, poor air conditioning, and the potential absence of airbags.

As I became conscious of these problems, I set a goal to address them by purchasing a new, efficient vehicle equipped with functional airbags and air conditioning.

My problem gradually became urgent. There was a growing concern that if I were to be involved in an accident in my old car, the airbags might not deploy. Additionally, the frequent issues became increasingly worrisome as they led to multiple breakdowns, requiring several roadside stops.

Consideration.

I began my search for a new car online, and I recruited the help of my parents, particularly my dad, who has a knack for finding great deals on just about anything. Together, we surfed the internet, checking out websites like CarMax, Edmund’s, Carvana, and even Craigslist. However, these websites didn’t seem to have many appealing deals. Consequently, we decided to visit a few local dealerships in our area. After exploring multiple dealerships and test-driving several cars, we eventually considered making our purchase at a nearby dealership called “Burns Wholesale.”

Burns Wholesale specializes in selling used rental cars, which means the vehicles are relatively new, with less than 100,000 miles on each one. Taking into consideration my older sister’s positive experience with her 2018 Hyundai Elantra she purchased from Burns, I decided to trust her experience and look for a car.

Decision.

After careful consideration, I arrived at the decision to purchase my car from Burns Wholesale. This choice felt right because we had already established a good relationship with the business owner, and the prices of his cars were not only reasonable but also aligned with my budget.

Before making the purchase, I felt a bit hesitant. It was my first major financial commitment as an adult and involved taking out a loan, which naturally came with its share of worry. Additionally, given that my income from working at a convenience store was not particularly high, the pressure of making such a big decision weighed on me.

A few weeks passed before I reached my final decision. We chose to wait for a few weeks to ensure that we were making the best choice. Initially, I had my heart set on a charcoal-colored 2020 Hyundai Elantra, but as the weeks rolled by during our decision-making process, the charcoal car was sold, and a silver one took its place. Ultimately, we settled on the silver car, and after a test drive that solidified my choice, I made the purchase a few days later.

Conclusion.

Despite some initial anxiety, my overall happiness and satisfaction with this choice have far outweighed any concerns. The car has proven itself in many ways—the air conditioning works perfectly, it’s equipped with working airbags, and there haven’t been any troubling signs of starting or breaking down issues, unlike my previous vehicle with its ongoing maintenance problems. This purchase not only provided me with a dependable mode of transportation but also instilled a deep sense of trust in my vehicle that I previously lacked. It’s also been a source of relief, as I no longer have to deal with the persistent problems of my old car. Without a doubt, this purchase has been well worth it, and I’ve enjoyed three trouble-free years with my new car.