Consumer Buying Decision Process
Consumer buying behavior is the study of an individual or a household that purchases products for personal consumption.
Stages of the purchasing process
Stage 1- Needs/Requirements
Where the consumer recognizes a problem or a requirement that needs to be fulfilled.
The requirements can be generated either by stimuli or external stimuli.
Stage 2- Information Search
This includes personal sources (family, friends, neighbors, and acquaintances), industrial sources (advertising, salespeople, dealers, packaging)
Public sources (Mass media, consumer rating and organization)
Experiential sources (handling, examining, using the product)
Stage 3- Evaluation of alternatives
How consumers go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation.
Stage 4- Purchase Decision
A consumer will buy the most favorite brand, but there can be two factors, i.e. purchase intentions and purchase decision.
The consumer may form a purchase intention based on factors such as usual income, usual price, and usual product benefits.
Stage 5- Post-Purchase behavior
The consumers take further steps after purchase based on their satisfaction dan dissatisfaction.
Satisfaction and dissatisfaction depend on the relationship between consumer expectations and the product’s performance.
Consumer satisfaction is important because the company’s sales come from two basic groups, i.e. New customers and retained customers.
The most important is to retain existing customers rather than attract new customers.
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