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5 Step Buyer Decision Process

The 5 step buyer decision making process established by John Dewey in 1910 includes: 1) recognition of an unsatisfied need, 2) information search about alternatives, 3) evaluation of alternatives by comparing attributes, 4) purchase decision including where and when to buy, and 5) post-purchase behavior where the buyer is either satisfied or dissatisfied and may develop loyalty or experience buyer's remorse.

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81 views7 pages

5 Step Buyer Decision Process

The 5 step buyer decision making process established by John Dewey in 1910 includes: 1) recognition of an unsatisfied need, 2) information search about alternatives, 3) evaluation of alternatives by comparing attributes, 4) purchase decision including where and when to buy, and 5) post-purchase behavior where the buyer is either satisfied or dissatisfied and may develop loyalty or experience buyer's remorse.

Uploaded by

nesey76043
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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5 Step Buyer Decision Making Process

Presented by- Sudipta kumar Jana, PhD


IIPM, kansbahal
The five stages of the consumer buying or decision-making
process were established by John Dewey in 1910

It is important to familiarise with specific steps your consumers go


through before in deciding to buy your product or service. There are
five necessary steps in the consumer decision-making process.
1. RECOGNITION OF AN UNSATISFIED NEED:

• All buying decisions start with need recognition. When a need is not satisfied it
creates tension.
• This tension drives people to satisfy that need.

• Then need becomes motive.

• Thus motives arise from needs and wants.

• The force that converts needs into motives is called motivation.


2. Information search:

• After recognizing a need or want consumers search for information about the
various alternatives available to satisfy it. If the need is usual, such as hunger,
thirst etc. the consumer may rely on past experience of what satisfies this need.

• If needs are unusual or unfamiliar, consumer may seek additional information


from friends, family, media, sales people etc. it is only through this information
search that we can identify the means of satisfying our need.
3. EVALUATION OF ALTERNATIVES:

• By collecting information during the second stage, an individual comes to know


about the brands and their features.

• Now he compares the alternative products or brands in terms of their


attributes such as price, quality, durability etc. during the evaluation stage he
may consider the opinion of others such as wife, relatives and friends.

• Then he selects the brand that will give him the maximum utility (or that he
thinks the best).
4. PURCHASE DECISION:

• Finally, the consumer arrives at a purchase decision. Purchase decision can be


one of the three, Namely- no buying, buying later and buying now. If he has
decided to buy now, he will decide the shop (dealer) to buy it from, when to
buy it, how much money to spend etc. After deciding these, he will go to the
shop chosen and buy the product of the brand chosen.
5. POST PURCHASE BEHAVIOUR:

• It refers to the behavior of a consumer after purchasing a product.


• After the consumer has actually purchased the product/brand he will be
satisfied or dissatisfied with it. If he is satisfied with the product, he would
regularly buy the brand and develop a loyalty.

• He recommends the brand to his friends and relatives.


• The negative feeling which arises after purchase causing inner tension is
known as Cognitive Dissonance (or Post Purchase Dissonance).

• The post purchase dissonance is also called Buyer’s Remorse.

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