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Top 5 Stages of
Consumer Buying
Process
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1.ProblemIdentification:
This step is also known as recognizing of unmet need.
The need is a source or force of buying behaviour.
Buying problem arises only when there is unmet need or
problem is recognized. Need or problem impels an
individual to act or to buy the product.
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2.InformationSearch:
Interested consumer will try to seek information. Now,
he will read newspapers and magazines, watch
television, visit showroom or dealer, contact salesman,
discuss with friends and relatives, and try all the
possible sources of information.
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i.PersonalSources:
They may include family members, friends, package,
colleagues, and relatives.
ii.CommercialSources:
Advertising, salesmen, dealers, package, trade show,
display, and exhibition are dominant commercial
sources.
iii.PublicSources:
Mass media (radio, TV, newspapers, magazines, cinema,
etc.), consumer- rating agencies, etc., are main public
sources.
iv.ExperimentalSources:
They include handling, examining, testing, or using the
product. Selection of sources depends upon personal
characteristics, types of products, and capacity and
reliability of sources. Each information source performs
different functions in influencing buying decision. By
gathering information from relevant sources, the
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3.EvaluationofAlternatives:
In the former stage, the consumer has collected
information about certain brands. Now, he undergoes
evaluation of brands. He cannot buy all of them.
Normally, he selects the best one, the brand that offers
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i. Price
v. Get-up/appearance
x. Safety
4.PurchaseDecision:
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SubdecisionsinPurchaseDecision:
Consumers buying decision involves following five
sub-decisions:
i. Brand Decision:
v. Payment Decision:
5.PostpurchaseDecisions:
Consumer buys the product with certain expectations.
Though he decides very systematically, there is no
guarantee of a complete satisfaction. There is always
possibility of variation between the expected level of
satisfaction and the actual satisfaction. His subsequent
behaviour is influenced by degree of
satisfaction/dissatisfaction.
a. Post-purchase Satisfaction
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b. Post-purchase Action
PostpurchaseSatisfaction:
Actual satisfaction may not be equal to the expected one.
He may find some problems or defects in the product
while using. It is the matter of interest for marketer to
know whether consumer is highly satisfied, somewhat
satisfied, or dissatisfied. Consumers satisfaction is the
function of the relationship between expected/perceived
performance (expectations) and actual performance.
PostpurchaseAction:
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PostpurchaseUseandDisposal:
Marketer should also monitor how the consumers use
and dispose the product. Such information can be a very
good guideline for the marketer. Marketer can learn
possible problems and opportunities relating with the
product.
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