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When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages: problem recognition, information search, evaluation of alternatives, purchase decisions and post purchase behavior. The length of this decision process will vary, ranging from a shorter routine response behavior, to limited problem solving and a more comprehensive extensive problem solving.
The Buying Decision Process Essay
A consumer may not act in isolation in the purchase, but rather may be influenced by any of several people in various roles. The number of people involved in the buying decision increases with the level of involvement and complexity of the buying decision behavior. Consumers buyer behavior and the resulting purchase decision is strongly influenced by cultural, social, personal and psychological characteristics.
An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. These factors are often inherent in our values and decision processes.
SOCIAL factors include groups reference groups, aspiration groups and member groups , family, roles and status. This explains the outside influences of others on our purchase decisions either directly or indirectly.
PERSONAL factors include such variables as age and lifecycle stage, occupation, economic circumstances, lifestyle activities, interests, opinions and demographics , personality and self-concept. Buyer decision process for new products is different from that of an existing product. When making buying decision for a new product, the consumer does not have options. A new product refers to a service, idea or good that consumers perceive as new. The product might have been around for some time but the consumer might be learning about it for the first time.
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For a new product, the consumer goes through an adoption process. This is mental process via which the consumer passes from the first learning of the innovation to the final adoption. Final adoption is the decision by the consumer to perhaps, become a frequent user of a product. Buyer decision process for new products takes several steps. The first step is the awareness step. In this step, the consumer learns or becomes aware of a new product in the market. However, the consumer does not have sufficient information about the product. White paper presented on a free essays, and the broader topic of the way they product.
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An Example Of Purchase Decision - Words | Cram
Important purchasing management refers consumer apr 27international congress of buying a short series of this paper delivers the. The paper illustrates the quality perception and on this.
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