CONSUMER BUYER BEHAVIOUR PROCESS

I. Definition II. Customer buyer behaviour process

1. Problem Recognition 2. Information Search 3. Evaluation of Alternatives 4. Purchase decision 5. Postpurchase behaviour

DENIFITION

Consumer behaviour is the processes use to select, secure, and dispose of products, services, experiences, or ideas to satisfy the consumer need

Economic Psycology Social Study

CONSUMER BUYER BEHAVIOUR PROCESS Problem Recognition Information Search

Evaluation of Alternatives
Purchase Decision Postpurchase behaviour

1. Problem Recognition(awareness of need)

The first stage of the buyer decision process in which the consumer recognises a problem or need.

Problem Recognition(awareness of need)

MASLOWS HIERARCHY OF NEED

2. Information search
Once the problem has been recognised, the consumer will start to search for items thats capable of satisfy their need, when they start searching

Internal search

External search

Information categories

According to Philip Kotler, information sources fall into 4 categories:

Personal sources

Commercial
sources

Public

Experiential Sources

sources

3. Evaluation of Alternatives
The consumer start to establish criteria for evaluation, these criteria may differ from person to person similar to information search mentioned above. Rank alternatives to find possible solution or return to step 2 - search

4. Purchase decision
The stage of buyer decision process in which the consumer actually buys the product

Sudden factor Purchase

5. Postpurchase behaviour
The stage of behaviour decision process in which consumer take further action after purchase based on their satisfaction or disatisfaction