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Stages of the Buying
Decision Process

Decision Making Steps
Problem
recognition
Purchase
Evaluation of
alternatives
Information
search
Post purchase
evaluation/
behavior

1.Problem or Need Recognition

Triggered by internal
or external stimuli.

Internal stimulus-
normal hunger, thirst
etc

External stimulus

2.nformation Search
Consumer information sources fall into 4
groups

Personal sources: family, friends, neighbors etc

Commercial sources: advertisements, salespersons,

dealers, packaging etc

Public source: mass media, consumer rating

organizations

Experiential sources: Handling, examining, using the

product.

Metamediary
Edmunds.
COM, offers
a variety of
information
services to
assist those
shopping for
a vehicle.

Consumer Buying Decision Process

.Evaluation of alternatives
Consumer evaluation process

!ry to satisfy a need

"ooks for certain benefits from the product

#ees each product as a bundle of attributes $ith

varying abilities for delivering the benefits sought to
satisfy the need.

Attributes of interest to buyers

Cameras%picture sharpness, speed, size, price

Hotels%location, cleanliness, atmosphere, price

&outh$ash% colour, effectiveness, germ%killing

capacity, price, taste'flavour

!ire%safety, tread life, ride (uality, price

Mareting strategy to match !ith
customers attributes

)edesigning *real repositioning+

,lter the belief about the brand *psychological

repositioning+

,lter beliefs about the competitors brand

*competitive repositioning+

,lter the importance of $eights

Call attention to the neglected attributes

".Purchase decision
#nanticipated
situational
factors
Purchase
$ntention
Attitudes of
others
Evaluation of
alternatives
Purchase
Decision

I. Attitude of others
!he extend to $hich another person-s attitude
reduces one-s preferred alternatives based on t$o
things
.. /ther person-s negative attitude to$ards the
consumer-s preferred alternative
0. Consumer-s motivation to comply $ith the other
person-s $ishes.

I. Unanticipated situational factors
A consumers decision to modify, postpone or
avoid a purchase decision is heavily depend
on the perceived ris.
,mount of perceived risk varies $ith the
-amount of money at stae.
-amount of attribute uncertainty.
-amount of consumers self confidence.
Consumers develop routines to reduce risk
-decision avoidance.
-information gathering from friends.
-preference to international brand.
-!arranties.

Execution of purchase intention
%endor decision
&dealer'
A brand decision
(uantity decision
&ho! much)
ho! many)
Payment method
decision
&credit or cash'
*iming decision
&!hen'

!.Post purchase beha"ior
Marketer should monitor..
11. Post purchase satisfaction%
disappointed, satisfied, delight
111. Post purchase action%exit option, voice
option.
12. Post purchase use and disposal%thro$
it a$ay or resale.

How Consumers se or !ispose of
Products

)eference

Philip kotler-s%%&,)3E!145
&,4,5E&E4!