Buying decision process, Marketing Management

Q. Described briefly the steps in buying decision process.

Ans.: The marketing scholars have developed a "stage model" of the buying process. The consumer passes via 5 stages :

  1. problem recognition
  2. information search,
  3. evaluation of alternatives;
  4. purchase decision,
  5. post purchase behavior.

 But consumers do not always pass through all of the five stages in buying a product. They can skip some stages.

(1)Problem Recognition: The buying process starts when the purchaser identifying  a problem or need. The requirement can be triggered by external or internal stimulus. Having an internal stimulus, 1 of the person's normal requirement hunger thirst etc. becomes a drive or a requirement may be aroused by external stimuli. Marketers have to recognize the circumstances that trigger a specific need by information from a number of consumers.

(2)Information Search: An aroused customer will be inclined to search for more information. A person at time easily becomes receptive to information regarding a product or he may enter looking for a, phoning friends, reading Material, going online etc. throughout gathering information, the consumer learns regarding competing brands & other specific features.

(3)Evaluation of Alternatives: The information search and comprehension (evaluation) stages represent the information preceding stage. These 2 stages constitute the cognitive field of the purchase procedure. Cognition refers to gaining of knowledge. Some fundamental concept helps us in understanding consumer evaluation: firstly the consumer is trying to satisfy a requirement, second the consumer is looking for certain benefits & third the consumer views each product as a bundle of attributes to satisfy this need.

(4)Purchase Decision: The purchaser has to be convinced that the purchase of the product is the legitimate course of action. This stage stands as a barrier among a favorable attitude towards the product and real purchase. Only if the purchaser is convinced regarding the correctness of the purchase decision, will be carry on. At this stage, he may seek further information about the product or try to assess the informational ready available.

(5)Post Purchase Behavior: The purchase leads to a specific post purchase behavior, generally it make some restlessness in the mind of the individual. He is not definite about the product. He may realize that the other brand would have been better. It may be defined in terms of satisfaction. If the performance of the product falls short of expectations, the consumers are dissatisfied, if it meets expectations, the consumer is satisfied and then exceeds expectations, the consumer is delighted. These make a difference in whether the customer purchase the product again & talks favorably or unfavorably regarding it to others.

Posted Date: 10/15/2012 3:58:21 AM | Location : United States







Related Discussions:- Buying decision process, Assignment Help, Ask Question on Buying decision process, Get Answer, Expert's Help, Buying decision process Discussions

Write discussion on Buying decision process
Your posts are moderated
Related Questions
Cribbage players have long been aware that 15 = 7 + 8 = 4 + 5 + 6 = 1+2+3+4+5. Find the number of ways to represent 1050 as a sum of consecutive positive integers. (The trivial rep

Q. Production of advertisement? Design as well as production of advertisement involves a number of activities among them are writing copies Developing illustrations developing

Ask 1 A Chennai based soft –drink company has proposed to launch a new variant of Soft-drink in three flavours lemon , rose , and orange priced at Rs.6 /- ,Rs.7/- Rs.8 /- in 300m

Consumer perceptions of value Consumers are usually going for value. They feel that they have bought the right product to satisfy their requirements and paid a fair price for

Setting the advertising objectives: The advertising objectives must flow from prior decisions on the target market, market positioning, and the marketing mix. Advertising obj

Question 1: (a) Distinguish between destination branding and country branding? (b) Market Research is of paramount importance prior to developing a branding and a communicat

Marketing function:  The function of approach of the marketing consists of a number of activities called marketing functions. A marketing function is "an act or operation or

Explain about the numbers of features in marketing offer more customers. While the number of features into a marketing offer is more the customer feels which the marketer has o

i would like to join your company as academic writer. how do i go about it?

Question: Marketing Research plays a crucial role in any company. However, Marketing research is a time consuming and expensive process and therefore, requires careful plannin