CONSUMER BUYING

DECISION PROCESS
BY:
ARPITA
NEERAJ
VINAY
 MEANING
• A Buying decision process is the process a customer goes through
when buying a product. It can be seen as a particular form of a
cost-benefit analysis.
• A buying process is the series of steps that a consumer will take to
make a purchasing decision.
 STAGES OF
CONSUMER BUYING
DECISION PROCESS
The five stages framework remains a good way to evaluate the
customer’s buying process.
 1. NEED RECOGNITION
• A purchase cannot take place without the recognition of the need.
• The need may have been triggered by internal stimuli such as hunger or thirst or
external stimuli such advertising.
• According to Maslow’s hierarchy, when a person has fulfilled the needs at a
certain stage, he or she can move to the next stage.
 2. INFORMATION SEARCH
• This is the buyer’s effort at searching the internal and external business
environments to identify and observe sources of information related to the
focal buying decision.
• Internal search refers to recalling past experiences with the product.
• External search is conducted when customer tries to seek information
from personal sources (family, friends), commercial sources
( advertisements, sales people) or public sources ( newspapers, television).
 3. EVALUATION OF ALTERNATIVES
• At this stage, consumers evaluate different products/brands on the
basis of varying product attributes, and whether these can deliver
the benefits that the customers are seeking.
• A factor that heavily influences this stage is the customer’s attitude.
• Involvement is another factor that influences the evaluation
process.
 4. PURCHASE DECISION
• In this stage, the Purchase takes place. The final purchase decision
can be disrupted by two factors:
• Negative feedback from other customers and the level of
motivation to comply or accept the feedback.
• The decision may be disrupted due to anticipated situations.
 5. POST-PURCHASE BEHAVIOUR
• At this stage, customers will compare products with their previous
expectations and will be either satisfied or dissatisfied.
• This can greatly effect the decision process for similar purchases
from the same company in the future, having a knock-on effect at
the information search stage and evaluation of alternatives stage.
Sarah Buying
Computer
CASE-1
 STEP 1. NEED RECOGNITION
• Sarah a college fresher, who has a computer that is starting to run
slowly. She is getting ready to start the semester and needs a
computer that will efficiently help her with her assignments.
 STEP 2. INFORMATION SEARCH
• Sarah, the college student may start seeking information to help
resolve her immediate problem, which is speeding up her
computer. Depending on what she finds, she may also begin
searching for options for purchasing a new computer.
 STEP 3. EVALUATION OF ALTERNATIVES
• In this phase, Sarah might be making a comparison list of multiple
computers. The list may include prices, features, and reviews.
 STEP 4. PURCHASE DECISION
• Now that the college student, Sarah, has decided to buy, she is
likely eager to make the purchase and get her computer. She may,
therefore, be more likely to buy the computer if she gets free and
fast shipping.
 STEP 5. POST-PURCHASE BEHAVIOUR
• When Sarah makes it to this phase of her buying decision process,
she is using the computer and discovering what she likes and
doesn’t like. Reading resources that show her how to better utilize
the computer could make her like it more.
Joe searching for a
new tool
CASE-2
 STEP 1. NEED RECOGNITION
• Joe, a project manager, who is tired of his team using an outdated
method of Excel spreadsheets for keeping track of their projects. He
needs a new tool or system for project management.
 STEP 2. INFORMATION SEARCH
• The project manager, Joe may start researching topics about
improving project management and may find multiple software
solutions that could improve his processes.
 STEP 3. EVALUATION OF ALTERNATIVES
• Joe is at the point where he is doing product demos to see which
software best fits his needs.
 STEP 4. PURCHASE DECISION
• Joe, the project manager may need final approval for making his
purchase, but he will also be eager to get going, so a free trial may
be the way to get him through this phase
 STEP 5. POST-PURCHASE BEHAVIOUR
• Joe is going through a similar process. He is utilizing the tool,
distributing it to his team, and hearing feedback from his
colleagues. Seeing articles about how this software has helped
people like him will likely improve his perception of the product.
THANK YOU