ln general Lhe buyer passes Lhrough flve dlsLlncL

sLages ln Laklng a declslon for purchaslng a

parLlcular commodlLy
1hese sLages are
1 Need Arousa|
1he buylng process sLarLs wlLh need arousal A
need can be acLlvaLed Lhrough lnLernal or exLernal
sLlmull A need can also be aroused by an exLernal
sLlmulus such as slghL of a new Lhlng ln a shop
whlle purchaslng oLher Lhlngs
1here ls Lwofold lmporLance of oeeJ otoosol sLage
Lo a markeLlng man
lrsL Lhe markeLer musL ldenLlfy Lhe drlve LhaL mlghL
acLually or poLenLlally connecL Lo Lhe producL class
or brand and make Lhe buyer feel LhaL Lhe producL
can saLlsfy Lhe drlve he feels and
lL also helps recognlze LhaL Lhe need levels for Lhe
producL flucLuaLe over Llme and are Lrlggered by
dlfferenL cues 1he markeLer can arrange cues Lo
conform beLLer Lo Lhe naLural rhyLhms and Llmlng
of need arousal
Informat|on Search
AfLer need arousal Lhe consumer Lrles Lo solve lL
and gaLhers Lhe sources and lnformaLlon abouL
Lhe producL uependlng upon Lhe lnLenslLy of
need lL produces Lwo sLaLes of lndlvldual 1he flrsL
sLaLe ls called helghLened aLLenLlon when Lhe
consumer becomes more recepLlve Lo Lhe
lnformaLlon regardlng Lhe lLem he needs lf a
consumer needs Lo purchase a Lelevlslon he wlll
pay mere aLLenLlon Lo 1v ads and Lhe remarks
made by frlends and assoclaLes abouL 1vs
lf need ls more sLrong Lhe person enLers a sLaLe of acLlve
lnformaLlon search and he Lrles Lo collecL more lnformaLlon
abouL Lhe producL lLs key aLLrlbuLes quallLles of varlous
brands and abouL Lhe ouLleLs where Lhey are avallable 1here
are four consumer lnformaLlon sources
(l) ersonal sources (famlly frlends nelghbors eLc)
(ll) Commerclal sources (adverLlsemenLs
salesmen dealers)
(lll) ubllc sources (mass medla consumerraLlng
organlzaLlons)
(lv) LxperlenLlal sources (handllng examlnlng uslng Lhe
producL)
ldenLlfylng Lhe lnformaLlon sources and Lhelr respecLlve roles
and lmporLance calls for lnLervlewlng consumers abouL Lhe
sources of lnformaLlon and can use Lhe flndlngs Lo plan lLs
adverLlsemenLs
Lva|uat|on 8ehav|or
AfLer collecLlng Lhe lnformaLlon Lhe consumer
evaluaLes Lhe alLernaLlves 1he producL ls [udged
malnly on a mlndful and raLlonal basls ulfferenL
conslderaLlons form Lhe parL of [udgmenL such as
producL aLLrlbuLes lmporLance welghLs brand
lmage uLlllLy funcLlon for each aLLrlbuLe and
aLLlLude eLc
AfLer evaluaLlon of varlous alLernaLlves he Lakes
Lhe declslon Lo buy
urchase Dec|s|on
LvaluaLlon behavlor leads Lhe consumer Lo form a
ranked seL of preferences normally a consumer
buys Lhe arLlcle he or she llkes mosL buL Lhere are
Lhree more lmporLanL conslderaLlon for Laklng Lhe
buylng declslon
(a) aLLlLude of oLher such as of wlfe relaLlves and
frlends
(b) anLlclpaLed slLuaLlonal facLors as expecLed
famlly lncome expecLed LoLal cosL of Lhe
producL and Lhe expecLed beneflLs of Lhe
producL
(c) unanLlclpaLed slLuaLlonal facLors as looks or
manner of Lhe salesman or Lhe way buslness ls
carrled on
ost urchase Iee||ngs
AfLer buylng and Lrylng Lhe producL Lhe consumer
wlll feel some level of saLlsfacLlon or
dlssaLlsfacLlon and level of saLlsfacLlon depends
very much on Lhe expecLaLlon and Lhe producLs
percelved performance lf Lhe producL maLches up
Lo hls expecLaLlons Lhe consumer ls saLlsfled lf lL
exceeds he ls hlghly saLlsfled and lf lL falls shorL
of expecLaLlons he ls dlssaLlsfled
art|c|pants |n the buy|ng process
1here are Lhe followlng dlfferenL LhaL persons can
play ln a buylng declslon
1 In|t|ator 1he lnlLlaLor ls a person who flrsL suggesLs
or Lhlnk of Lhe ldea of buylng Lhe parLlcular
producL
2 Inf|uencer lnfluencer ls a person who expllclLly or
lmpllclLly has some lnfluence on Lhe flnal buylng
declslon of oLhers SLudenLs are lnfluenced by Lhe
advlce of Lhe professor whlle Laklng a declslon Lo
purchase a book Pere professor ls Lhe lnfluencer
art|c|pants |n the buy|ng process
Gatekeeper CaLekeeper ls Lhe person who
manages Lhe lnformaLlon provlded Lo Lhe
lnfluencers and declders
4 Dec|der 1he declder ls a person who ulLlmaLely
deLermlnes any parL or whole of Lhe buylng
declslon le wheLher Lo buy whaL Lo buy how Lo
buy when Lo buy or where Lo buy Chlldren are Lhe
declders for buylng Lhe Loys house lady for
klLchen provlslons and head of Lhe famlly for
durable or luxury lLems
art|c|pants |n the buy|ng process
8uyer 1he buyer ls Lhe person who acLually
purchase 8uyer may be Lhe declder or he may be
some oLher person Chlldren (declders) are Lhe
declders for purchaslng Lhe Loys buL purchases are
made by Lhe parenLs
6 User user ls Lhe person who acLually uses or
consumes Lhe servlces or producLs
7 Ma|nta|ner MalnLalner ls Lhe person who
malnLalns Lhe producL
1he markeLers Lask ls Lo sLudy Lhe buylng
process and lLs maln parLlclpanLs and Lhelr role
ln Lhe buylng process Pe should lnlLlaLe all of
Lhem Lo make Lhe purchases of hls producL aL
dlfferenL sLages and Lhrough dlfferenL sLraLegles