What are the major stages in the consumer buying decision process? Are all these stages used in all consumer purchase decisions? Why or why not?
Consumer buying decision process refers to the series of steps that consumers engage in while buying and using products.
The consumers' purchase decision process involves a series of steps which are as follows:
However, not all consumers necessarily go through these five stages, while making purchase decisions. Consumers may begin a process of searching for information and stop after that, deciding not to purchase. Therefore, not all intentions to necessarily result in actual purchase behavior. Additionally, consumers can make decisions based on an impulse, rather than the steps discussed, which is known as impulse buying (e.g. wheat, rice, etc).
Hence, not all decision processes translate into an actual purchase, and not all decision steps are involved in consumers' purchases.
The five major stages involved in the consumer buying decision process are: problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.
However, it is not necessary that all consumer decisions include all five stages, as consumers can begin and end the process at any stage. Moreover, consumers do not always make rational decisions. They may make impulse purchases without going through any stage of the consumer decision process.