To communicate effectively with other people

Marketers can better predict how consumers will

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Marketers can better predict how consumers will respond to marketing strategies. Return to Contents List Stages of the Consumer Buying Process Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next. The 6 stages are: 1. Problem Recognition (awareness of need)--difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat. Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. 2. Information search --
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o Internal search, memory. o External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc. A successful information search leaves a buyer with possible alternatives, the evoked set . Hungry, want to go out and eat, evoked set is o chinese food o indian food o burger king o klondike kates etc 3. Evaluation of Alternatives --need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, indian gets highest rank etc. If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. 4. Purchase decision --Choose buying alternative, includes product, package, store, method of purchase etc. 5. Purchase --May differ from decision, time lapse between 4 & 5, product availability. 6. Post-Purchase Evaluation --outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance , have you made the right decision. This can be reduced by warranties, after sales communication etc. After eating an indian meal, may think that really you wanted a chinese meal instead. Distinguish between customer satisfaction and customer loyalty. What is the difference between Customer Satisfaction and Customer Loyalty?
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First, we will define each term. Customer Satisfaction is a measurement of customer attitudes regarding products, services, and brands. Customer Loyalty on the other hand has two definitions. Customer Loyalty consists of loyalty behavior (also referred to as customer retention) which is the act of customers making repeat purchases of current brands, rather than choosing competitor brands. Secondly, Customer Loyalty encompasses loyalty attitudes which are opinions and feelings about products, services, brands, or businesses that are associated with repeat purchases. At times, customers display loyalty behavior without having loyalty attitudes. Vice versa, occasionally customers show loyalty attitudes without exhibiting any loyalty behavior.
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