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  • The 5 Step Consumer Purchase Decision Making Process

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    The document discusses a buyer's decision-making process, which involves 5 steps: need recognition and problem awareness, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It notes that consumers may skip some steps for familiar purchases but need to use all steps for new, complex purchases. The decision process begins with recognizing needs, which can come from internal stimuli like hunger or external stimuli like advertisements.

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    The document discusses a buyer's decision-making process, which involves 5 steps: need recognition and problem awareness, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It notes that consumers may skip some steps for familiar purchases but need to use all steps for new, complex purchases. The decision process begins with recognizing needs, which can come from internal stimuli like hunger or external stimuli like advertisements.

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    113 views1 page

    The 5 Step Consumer Purchase Decision Making Process

    Uploaded by

    WSLee
    The document discusses a buyer's decision-making process, which involves 5 steps: need recognition and problem awareness, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It notes that consumers may skip some steps for familiar purchases but need to use all steps for new, complex purchases. The decision process begins with recognizing needs, which can come from internal stimuli like hunger or external stimuli like advertisements.

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    of 1

    make purchase decisions.

    Followed by the actual purchase, post-purchase behavior occurs

    and consumers evaluate the satisfaction received. (Kotler & Armstrong, 2009) mentioned that

    consumers may skip several steps in the usual purchase process. But when consumers face

    with a new and complex purchase situation, they must use all five steps shown in Figure 2.1

    to complete the purchase process.

    Need Recognition & Evaluation of

    Problem Awareness Information Search Alternatives

    Post-Purchase

    Evaluation Purchase

    Figure 2.1. A buyer’s decision-making process (Riley, 2012)

    According to (Lautiainen, 2015), the decision-making process begins with the recognition of

    needs. There are several types of requirements identification. One type is when the buyer is

    aware of the needs or problems that may be caused by internal or external stimuli. Internal

    stimuli are a basic human need. For example, stomach upset due to hunger will force

    consumers to buy foods. External stimuli are, for example, advertisements that make you

    consider to purchase (Kotler & Armstrong, 2009).

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