The Buyer Decision Process

The Buyer Decision Process

1. Need recognition

   • The buying process starts with need recognition- the buyer recognizes a problem or need.

2. Information search

   • An interested consumer may or may not search for more information. If the consumer`s drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then

3. Evaluation of alternatives

   • The consumer uses information to arrive at a set of final brand choices. The marketer needs to know about alternative evaluation. The consumer arrives at attitudes toward different brands through some evaluation procedure.

4. Purchase decision

   • In the evaluation stage, the consumer ranks brands and forms purchase intentions. The consumer`s purchase decision will be to buy the most preferred brand, but two factors can come between the prchase intention and the purchase decision.

5. Postpurchase behavior

   • The marketer`s job does not end when the product is bought. After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in postpurchase behavior or interet to the marketer.
     • Cognitive dissonance: Buyer discomfort caused by postpurchase conflict