Unit 5.ConsumerPurchaseDecisionProcess
Unit 5. Consumer Purchase Decision Process
ConsumerPurchaseDecisionProcessBehind the visible act of making a purchaseliesan important decision process thatmust be investigated. The stages a buyerpasses through in making choices aboutwhich products and services to buy are thepurchase decision process.Figure 5.1shows that the buyer decision processconsists of five stages: need recognitioninformationsearch,evaluation ofalternatives,purchase decision,and postpurchasebehavior
Consumer Purchase Decision Process Behind the visible act of making a purchase lies an important decision process that must be investigated. The stages a buyer passes through in making choices about which products and services to buy are the purchase decision process. Figure 5.1 shows that the buyer decision process consists of five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior
ConsumerDecisionProcess(SeeP74Fig.5.1)4.PurchaseDecision3.Evaluation5.After-purchaseBehaviorof Alternatives2.InformationSearch1.NeedRecognition
3 Consumer Decision Process (See P74 Fig. 5.1) 5. After-purchase Behavior 4. Purchase Decision 2. Information Search 1. Need Recognition 3. Evaluation of Alternatives
Clearly,the buying process starts longbefore actual purchase and continueslongafter.Marketers need to focus on the entirebuying process rather than on just thepurchase decision.The figure belowimpliesthat consumers pass through all five stageswithevery purchase.But inmoreroutinepurchases,consumers often skip or reversesome ofthese stages
Clearly, the buying process starts long before actual purchase and continues long after. Marketers need to focus on the entire buying process rather than on just the purchase decision. The figure below implies that consumers pass through all five stages with every purchase. But in more routine purchases, consumers often skip or reverse some of these stages
1.Need recognitionNeed recognition, the initial step inpurchase decision,is perceivingadifference between aperson's ideal andactual situation big enough to trigger adecision. This can be as simple as findingan empty milk carton in the refrigerator;noting as a first year university student,that your high school clothes are not in thestyle that other students are wearing; orrealizingthatyournotebook computer maynot be working properly
◼ 1. Need recognition ◼ Need recognition, the initial step in purchase decision, is perceiving a difference between a person’s ideal and actual situation big enough to trigger a decision. This can be as simple as finding an empty milk carton in the refrigerator; noting as a first year university student, that your high school clothes are not in the style that other students are wearing; or realizing that your notebook computer may not be working properly