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Buyer Decision Process

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14 views14 pages

Buyer Decision Process

Uploaded by

muhammadadeel44105
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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The Buyer

Decision

Presented by Muhammad Adeel


What is the consumer decision making process?
The consumer decision-making process involves five basic steps.
This is the process by which consumers evaluate making a
purchasing decision. The 5 stages are Need recognition,
information search, alternatives evaluation, purchase decision and
post-purchase evaluation.

5 stages of the consumer decision making process


1. Need recognition: Recognizes the need for a service or
product
2. Information search: Gathers information
3. Alternatives evaluation: Weighs choices against comparable
alternatives
4. Purchase decision: Makes actual purchase
5. Post-purchase evaluation: Reflects on the purchase they
made
5
Stages
Need
Recognition
Recognizes the need
for a service or
product
Need recognition is the first step in the buyer decision
process. In this step, the buyer recognizes a need or
realizes that a product or service they require is missing.
They may recognize this need either through external or
internal stimuli.

Internal stimuli include hunger and thirst, for instance.


Marketers do not have much control here, as they cannot
induce internal stimuli. The product's marketing must
focus on generating an external stimulus through a
successful campaign.

Marketers must create awareness through campaigns


and ensure that customers recall the brand during a time
of need. The brand must be memorable and
trustworthy among the target segment.
Information
Search
Gathers information
Once an internal or external stimulus prompts
consumers, they start collecting information
about possible solutions from various sources.
Consumers also rely on past experiences with
brands while making a decision. A brand must
successfully provide its customers with all the
information they want. Customers should be able to
interact with a brand - e.g. leave reviews and
comments for future customers.
Sources of information:
• Personal sources
• Commercial sources
• Public sources
• Experiential sources
Alternatives
evaluation
Weighs choices
against comparable
alternatives
In this step, customers evaluate their options -
different companies provide means to meet
their needs. Marketers must convince the
consumer that their product is superior to
competitors'. Consumers compare the
available solutions and opt for the best one
that fits their situation. This decision may be
based on price, additional features, or other
product or service factors.
Purchase
decision
Makes actual
purchase
Once the customer has all the information, they will finally
decide to purchase one of the alternatives. Two main
factors influence this decision: attitudes and unexpected
situational factors.

Attitudes refer to how consumers are influenced by other


consumers' opinions (e.g., through word-of-mouth). If
someone whose opinion we value were to speak in favor
of a brand, our likeliness of purchasing from that brand
will be high.

Unexpected situational factors refer to unforeseen


changes in any factors that may affect consumers'
purchase decisions. These may include an unexpected
price rise, better product benefits, etc.

By this stage, marketers must have convinced customers


that their product is the best in the market.
Post-purchase
evaluation
Reflects on the
purchase they made
It is wrong to assume that a marketer's job is done
once the customer makes a purchase. Knowing if
the customer was satisfied or dissatisfied with the
purchase is also crucial. The product or service will
fail to meet the customer's expectations if the
brand promises more than what it can deliver.

It is vital to ensure that the customer is satisfied


with the product's performance, as this is the key to
building trust and a loyal customer base for the
brand.
Example:
An example of the buyer decision process will help you understand the concept
in more detail. Let us look into the journey of a customer - Samuel - who is
planning to buy a laptop.

1. Problem recognition: Samuel realizes the need for a new laptop when he
notices that his current laptop's battery is weak and causing him
inconvenience.
2. Information search: Samuel collects information about various laptop
brands by reading specs, reviews, and talking to friends and colleagues.
3. Evaluation of alternatives: Samuel shortlists a few alternatives and
evaluates their pros and cons to make the best logical decision considering
other benefits and his budget.
4. Purchase decision: Samuel may be influenced by people's attitudes and
unexpected situational factors while making the final purchase decision.
5. Post-purchase evaluation: Samuel engages with the brand based on his
experience with the product. If the product meets his needs or exceeds
expectations, he will be satisfied, but if it falls short, he will be
disappointed.

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