222 customer buying process there are five main steps

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2.2.2 Customer buying process There are five main steps are involved by customer buying process as mentioned by (Palmer, 2014), as mentioned below;
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Problem or Need Recognition During the initial step, customer tends to highlights concerns relating to problems for certain service or products that he or she needs to purchase. The need recognition tend covers variety form of needs such social needs, security needs, esteem needs, self- recognition needs and basic needs (Kotlere et al., 2015). For instance, a customer can possess an old mobile phone and is planning to upgrade to smartphone in order to satisfy his or her social needs. A customer may also want to buy a Christmas gift for his girlfriend. Information search After outlining the issues relating to the need recognition, a customer may be interested to gain information relating to certain services and products. Hence, during this stage, customer may look for information from different sources. Customer usually asks their close relative, friend in order gather more information about their products before making purchase (Kotler et al., 2015). Secondly, in the digital world, the internet has become the source of all information and knowledge regarding products that the customer wants. Hence, customer employ variety of search engines e,g Google, yahoo etc in order to gather information about the product they want to purchase. Furthermore, customer also use information from marketing campaigns carried out by marketers distributed using different means using both digital channels such as social media, email, website etc (Social Media Examiner, 2015) and traditional channels such as radio, newspapers, TVs etc (Palmer, 2014). For this reason, marketers are recommended to put all relevant information regarding specification of the products, review of products and online forum discussing the products. Lastly, customer who is interested will then vision store in order to buy their desired products or collect more information regarding the products or services. Evaluation of different purchase options
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After looking and collecting their desired information, customer tends to assess the products that are provided by the variety brands. For instance, a customer who is interested in buying Tv, may need to search and evaluate variety of TVs that are available in the market such Toshiba, Samsung, Sony etc. Hence, customers usually made their when purchasing products depending on their features. But some customers gives more attention on the appearances of the product than its features, while others focus more on brand instead of price. For example, customer may focus more on sound quality and review of image before deciding to buy a TV. Customer tends to assess the quality of a product or service especially if there is similar product from different brands (Kotler et al. 2015). Hence, marketers are required to create techniques for their marketing in order to attract potential customers by adding more features and value to it. The attributes which are said to improve the promotion of products include the packaging of product and the website look of a manufacture.
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