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CONSUMER PURCHASE DECISION PROCESS

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Consumer behavior
The actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. The behavioral sciences help answer questions such as : Wh people choose one product or brand over another, How the make these choices, and How companies use this knowledge to provide value to consumers

I. CONSUMER PURCHASE DECISION PROCESS

Behind the visible act of making a purchase lies a decision process that must be investigated. The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. : 1. problem recognition, Five Stages 2. information search, 3. alternative evaluation, of purchase decision, and Consumer Behavior 4. 5. post-purchase behavior.

A. Problem Recognition: Perceiving a Need

Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. Can be as simple as noticing an empty milk carton or it can be activated by marketing efforts.

B. Information Search: Seeking Value

The information search stage clarifies the options open to the consumer and may involve
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Scanning one s memory to recall previous experiences with products or brands.

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