Explain the buyer decision process

Explain the buyer decision process - Explain the buyer...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Explain the buyer decision process Understanding the buyer decision process is important for marketers as it helps the marketer in understanding the behavior of the consumers and how the consumer makes purchase decisions. This process allows the marketers to develop effective marketing programs while reducing marketing manager’s uncertainty when they are defining a target market. Buyer decision process is made up of several stages. It is influenced by many factors such as cultural, social, psychological etc. and can be affected by the level of consumer involvement. While making a decision to buy a product or service from many competing products, a consumer usually passes through five stages of buyer decision process. The consumer decision- making process begins with Need and Problem recognition. Lamb, Hair, McDaniel, Summers and Gardiner (2009) assert that problem recognition is when stimuli trigger’s awareness of an unfulfilled want or need and the consumer is faced with an imbalance between actual and desired states.   For internal stimuli e.g. hunger, thirst, I have a headache and consumer’s response to external stimulus e.g. passing Starbucks and being attracted by the aroma of coffee, advertisement on television. Hence, marketer needs to understand consumer’s problems/ needs in order to convince the consumer that their product is the one needed by the consumer. After recognizing the problem, consumers would search for information about the various alternative products that might satisfy the identified need suggests Raji (2007). Information might be obtained from several sources such as personal, commercial, public or experimental. Usually whether a customer is likely to carry out extensive research or not depends on the degree of involvement. Involvement is the degree of perceived relevance and personal importance of the choice. Therefore, higher the involvement, the customer is likely to carry out extensive research (Buyer behavior- decision making process). The customer might use information recalled from
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
his memory or from his previous experiences with the product. For example: from memory you
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 4

Explain the buyer decision process - Explain the buyer...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online