Buying Decision Process

problem recognition

1st step. Buyer process starts when the buyer recognizes a problem or need triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger this need. They can then develop marketing strategies that spark consumer interest. May need to increase consumer motivation.

Information Search

2nd step. consumers often search for limited amounts of info. By gathering info, the consumer learns about competing brands and their features. Process can go from total set to awareness to consideration to choice to decision. Companies must identify the hierarchy of attributes that guide consumer decision making (MARKET PARTITIONING)

Evaluation of Alternatives

3rd step. consumer sees each product as a bundle of attributes with varying abilities to deliver benefits. Consumers will pay the most attention to attributes that deliver the sought-after benefits. Beliefs and attitudes via experience and learning lead to buying attitudes. Consumers evaluate products and services by combining their brand beliefs according to importance.

Purchase Decision

4th step. can have many sub-decisions (quantity, location, timing, payment method, dealer, brand, etc.). Attitudes of others as well as risk will affect decision as well.

Post-purchase Behavior

5th step. Consumer may experience disappointment in product. May hear better things of other products. May find features he doesn't like. Marketer must monitor post-purchase satisfaction and actions.

5 stage model of the consumer buying process

problem recognition, information search, evaluation of alternatives, purchase decision, post-purchase behavior