BUYING PROCESS.

BUYING PROCESS.

1. Evaluation of alternatives and purchase

   • Evolved set or the consideration set
     • Consumers use various types of rules while arriving at the set of possible brands that can be considered for purchase.
   • Involvement is the degree of perceived relevance and personal importance accompanying a particular purchase decision.
     • Low involvement products incur less expenditure and personal risk, and hence, the consumer spends less time and effort in such decisions.
     • In high involvement products, consumers evaluate the consequences of the purchase and what others will think about it.
   • The customer is not actively seeking information but is a passive receiver.
     • advertising messages should be short with small number of key points but with high repetition to enhance learning/ TV may be the best medium since it allows passive reception of messages

2. Problem recognition.

   • The problem may be functional like a slow computer or a small house.
     • Unpredictable problem like breakdown of car.
       • Emmotional
   • Begins whit the recognition that a problems exist.
     • The recognition of the problem may take place over a period of time.
       • An individual may have several problems or needs at the same time, but consumers tend to prioritize needs.

3. Information search

   • After recognizing the need for a product, searches for alternatives that may fulfill his needs.
     • Internal search
       • internal search involve retrieving relevant information about similar purchase decisions made earlier by the consumer.
     • External search
       • involve informetion collection from personal sources such a family, friends or commercial sources such as advertisments.
     • Personal experience whit the product

4. Purchase and post purchase evaluation of decision.

   • The product can be purchased from retail stores, online, ordered by telephone or purchased directly from the company.
     • Consumers experience some post purchase concerns called cognitive dissonance, which arise due to uncertainly of making the right decision.
       • This is because the choice of one product often means rejection of attractive features of the alternatives.

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