Buying Decision Process

Buying Decision Process

1. Evaluation of Alternatives

   • Rank brands and forms purchase intentations
     • How consumers evaluate purchase alternatives depends on the consumer and the specific buying situation

2. Purchase Decision

   • The product is bought
     • Factors that come between the purchase intention and the purchase decision
       • Attitude of others: people´s opinion
       • Unexpected situational factors: events like losing a job

3. Postpurchase behavior

   • After purchasing the product, the consumer will be dissatisfied or satisfied
     • This lies on the relationship between the consumer´s expectations and the product´s perceived performance
       • Major purchases can result in discomfort caused by postpurchase conflict, cognitive dissonance
         • Satisfaction is important because a company´s sales come from newand retained customers

4. Information Search

   • The consumer obtain information to arrive to a set of final brand choices
     • They can obtain the info from this sources
       • Personal: family, friends
       • Commercial: dealers, displays
       • Public: mass media
       • Experiential: handling, examining

5. Need Recognition

   • The buyer recognizes a problem or need.
     • Need can be triggered by:
       • Internal stimuli
         • One of the person´s normal needs.
       • External stimuli
         • Related to all of your senses and your individual reaction to them.

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