The buyer decision process

5. Post Purchase Behaviour

After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in post-purchase behaviour of interest to the marketer.

3. Evaluation of Alternatives

Again, this is typical in high involvement purchases. The consumer arrives at attitudes towards different brands through some evaluation process. This evaluation will depend on the specific consumer and buying situation. Marketers should study buyers to find out how they actually evaluate brand alternatives. If they know what evaluative processes go on, marketers can take steps to influence the buyer's decision.

Cognitive dissonance

Almost all major purchases, however, result in cognitive dissonance, or discomfort caused by post-purchase conflict. Every purchase involves compromise. So, consumers feel uneasy about acquiring the drawbacks of the chosen brand and about losing the benefits of the brands not purchased.

2. Information search

An interested consumer may or may not search for more information. This is typical in high involvement purchases. The consumer may ask friends for advice, do extensive research, visit other stores etc. If the consumer drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. The amount of searching done will depend on the strength of the consumers drive, the amount of information you start with, the ease of obtaining more information, the value and satisfaction gained from searching.

Low involvement purchases

Begins with need recognition fuelled by an external stimuli (ie ran of toothpaste), second step is purchase. Post-purchase behaviour may not occur with low involvement purchases.

Factors that influence involvement

Involvement can be impacted by a number of factors - ie. personal motivation, financial risk, brand loyalty, impulse purchase.

The buyer decision process

The buyer decision process consists of five stages. The buying process starts long before the actual purchase and continues long after. Marketers need to focus on the entire buying process rather than just the purchase decision.

1. Need recognition

The buying process starts with need recognition - the buyer recognises a problem or need. The need can be triggered by internal stimuli when one of the person's normal needs. Can also be triggered by an external stimuli, such as advertising.

4. Purchase decision

The consumer's purchase decision will be to buy the most preferred brand. Two factors can impact intention and decision. (1) the attitudes of others. (2) unexpected situational factors. Thus, the actual purchase may not be in line with preferences and purchase intentions.

High involvement purchases

The decision making process is more complex. It begins with need recognition, as the consumer still has a problem that needs to be solved. The second step is information search, where the consumer may ask friends for advice, do extensive research, visit several stores, etc. The third step is an evaluation of alternatives, and finally, the purchase. Post-purchase behaviour is more likely to occur.

Involvement

The excitement and concern a consumer feels when they are interested in the item they are thinking of purchasing (or lack of excitement). The main task for marketing is to try increase the consumers involvement even for everyday products.

Consumer empowerment

There is an increase in consumer empowerment due to technological advancements. Consumers can actively turn to internet, blogs, for information rather than passively watching advertising.