the buyer decision process

the buyer decision process

1. Five stages

   • Need recognition
     • The buyer recognizas a problem or need. The need can be triggered by
       • Internal stimuli can be triggered when one of the person`s normal needs rises to a level high enough to become a drive.
       • External stimuli at stage when a marketer should research consumers to ind out what kinds of needs or problems arise
   • Information search
     • The consumer can obtain information from any of several sources.
       • personal sources: family,friends
       • commercial sources:advertising, salespeople
       • public sources: mass media, consumer organizations
       • Experiential sources: handling, examining
       • Inform: the buyer, but personal sources legitimize or evaluate products fot the buyer.
   • Evaluation of alternatives
     • The marketer needs to know about alternative evaluation, that is how the consumer processes information to arrive at brand choices.
     • How consumers go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation.
   • Purchase decision
     • Generally, the consumers purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision.
       • the first is attitudes of others
       • the second is unexpected situational factors
   • Postpurchase behavior
     • After purchasing the product, the consumer will be satisfied or dissatified. Relationship between the consumers expectations and the products perceived performance
     • all major purchases result in cognitive dissonance, or discomfort cause by postpurchase conflict.
     • satisfaction is important because a company sales come from two basic grouops
       • new customers
       • retained customers