Marketing Management

Prepared By :

 Shama UroojI202122067
 Muhammad Kashif 尹宽 I202122039
 Mst. Marium Akter I202122032

Presented To : Professor Jing Zhang

Huazhong University of Science and Technology,China

Describe the Decision Process of Your
Recent Important Purchase

1. Need Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decision
5. Post purchase behavior
1. Need Recognition

 For the decision process to begin, we must first recognize a problem or need.
 Why we are buying something because we have a need. First thing is that we
have need
Can be caused by internal or external stimuli
  Internal stimuli refers to a personal perception experienced by the
consumer, such as hunger, thirst, and so on.
 External stimuli include outside influences such as advertising or word-of-
mouth. For example we go to market and we see some products are on
discounts that are external factor attract me to buy a product.
2. Information Search

 Once I recognized I need to buy a laptop.

 Next Phase are information search related to product (LAPTOP) I search

different company’s brands who are manufactured laptops and collect
information related to laptop hard drive, processor-powered PC that handles
your creative projects with ease,

 like editing photos and videos, generation, Operating system, Dedicated

graphics option, memory, and storage options, give you a smooth workday,
every day and RAM, ROM other features and prices.
I collect these information from various sources

i. Personal sources
I collect information from our family friends, office colleague acquaintances. They refer
different brands of laptop DELL, Toshiba, HP and Lenovo. I accumulate theses information.
ii. Commercial sources
Commercial sources mean who have received payments for give an information to public or
a target customers.
I search on google different online websites like Daraz, Myshop online, pklaptop.com
I have seen different advertisement and I have also seen a sign board on a roads of Lenovo
and Dell.
I visit a different shops in market to collect information from salespeaople, and dealers
give information about the features and specs of laptop.
I see information on packaging and displays of different brands of laptops.
iii. Public Sources

 I have read customer Reviews, editorials in the travels section and ratings of
companies, agencies that give rating to these organizations.

 I collect information of what are the alternatives through which I can fulfilled
our needs Dell, Toshiba , HP and Lenovo and I analyses prices, design,
features and specs.
3.Evaluation of Alternatives
 We evaluate the available alternatives on following basis,
 Price, convenience and brand reputation.
 I identify five to six companies and start comparing these brands in term of
prices, features, quality and specs.
 Customer rank attributes and form purchase intention. These purchase
intention can be a price conscious, for example some people purchase
product because of low price. Some people buy attraction of designs they just
see the design not considering other factors,
 I comparing alternatives in terms of quality and features and brands
reputation.
 We are also considering other factors customer reviews and rating of the
brands which is very important for purchase decision.
 Our purpose of comparing alternatives to decide which is best of us.
4. Purchase Decision

 After evaluation we reaches to a point that, which brand product can be the
best one to choose so that it can satisfy our needs and wants.

 Purchase intention and we decided to buy Lenovo lap because its price are
reasonably less from others

 and they offer same features as compare to other with low prices, customer
reviews are also positives of this company (Lenovo) as well as good ratings.
 Two factors that affect your decisions
a. Attitudes of others
b. Unexpected situational factors
5. Post Purchase Behavior

 Post Purchase Behavior mean after the purchase of the product and we used
now what’s your opinion about the product.

 Either the product fulfilled your needs and up to your expectation

 The smaller the gap between customer expectations and perceived

performance, the greater the customer’s satisfaction.
How Should Managers Improve Marketing in
Each Stages of Buying Decision Process?

 No. 1: Attract Customers in the “Need Recognition” Phase

 To accomplish this and improve the buying decision process in marketing for
your brand, use these best practices .

 In the first phase of the buying decision process, prospects are just
becoming aware of their problems.

 They aren’t actively seeking answers or solutions yet.

 No. 2: Attract Customers in the “Information Search” Phase
 To attract attention during the information search phase of
the buying decision process and bring customers into your
funnel at this point, make your brand visible in online search.
 When prospects research to find potential solutions, you
want them to find your content.
 So managers should publish a variety of top-of-the-funnel
content. This type of content is usually published as:
 Blog Posts
 Infographics
 Videos
 Guides
 Checklists
 Interactive Content
 No. 3: Attract Customers in the “Option Evaluation” Phase: Optimize Your
Website.

 To catch consumers in this phase, manager need to engage in MOFU

marketing (middle-of-the-funnel marketing) and optimize your website so
customers can find you when they look for you.

 Manager should create content like buyer’s guide, landing pages, FAQ
pages, and case studies that are optimized for search, so when interested
audiences look for additional information about you, they can easily find it.
 No. 5: Optimize “Post-Purchase Evaluation” Phase: Retarget With
Industry-Related Content.

 You already know the audience is interested in a specific product, service,

and industry so set up plans to remarket and reconnect with this audience.

 Create more content related to your industry and place it where the
customer will be likely to see it.

 Send it to customers through your email newsletters and use retargeting ads
to present new content to past customers.
THANK YOU!

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