CONSUMER BYING DECISION

PROCESS

MADE BY: RAVI KUMAR YOGI

CONTENTS

 MEANING OF BUYING DECISION PROCESS

 STAGES
OF CONSUMER BUYING DECISION
PROCESS
MEANING

A buying decision process is the process a customer goes through

when buying a product. It can be seen as a particular from of a cost-
benefit analysis
A buying process is a 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 RECOGNISATION

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 , can he or she 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 research refers to recalling past experiences with the product.
External research is conducted when customer tries to seek information from
personal sources [family, friends], commercial sources [advertisement, sales
peope] or public sources [newspaper, 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 the other factor that influences the evaluation process
4 – PURCHASE DECISION

In this stage , the purchase take place. The final purchase decision can be
disrupted by two factor
 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 there 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 stages
a