The "Buyer Decision Process" is, in essence, simply the basic steps most buyers go through before making a purchase. If the process were to be laid out in a flow chart, it would look like this: Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior (Armstrong & Kotler, 2007, p. 143, fig 5.5). Showing the decision process in this way is simplistic, because it implies that all buyers approach the buying process the same way and with the same steps for every purchase. This is not so. There are often situations in which a buyer will change the order of the steps or even leave some out altogether (Armstrong & Kotler, 2007, p. 142).
[...] Evaluation of Alternatives The Evaluation of Alternatives in the third step in the buyer decision process. This is the step in which the buyer looks over all the information they have collected in the previous step and evaluates it based on criteria they have developed for their purchase. Factors like expense, brand, and style are often reviewed in this step. At other times, especially for less important purchasing decisions, the buyer may rely on intuition or buy on impulse (Armstrong & Kotler, p.143) As could be expected, the two sisters had entirely different criteria for what constituted good car”. [...]
[...] Purchase Decision The purchase decision is the second-to-last step in the buyer decision process, and arguably the most important. This is, of course, when the actual decision to purchase is made. This decision uses the information gathered in the initial search as well as the evaluations of the alternatives made in the previous step. However, when the time comes to make a purchase, there are other factors that often come into play. One is the attitudes of other people, which can sway the buyer to a decision if they are on the fence over a particular issue, such as whether to buy the higher-priced or the lower-priced item. [...]
[...] Reference Section Armstrong, G., & Kotler, P. (2007). Marketing: An Introduction (8th ed.). Upper Saddle River, NJ: Prentice Hall. Interview Questions Need Recognition 1. When did you recognize your need for a car? 2. How strong was the drive to buy it, and why? Information Search 3. How much time did you spend looking for information? 4. What sources did you use? Evaluation of Alternatives 5. What factors did you evaluate [...]
[...] Postpurchasing Behavior Postpurchasing Behavior, although sometimes ignored, is a very important part of the buyer decision process. If the product a buyer decided to purchase does not meet their expectations, they will be disappointed. A disappointed buyer may or may not actually return the product, but they will certainly not buy it again or recommend it to a friend. A dissatisfied customer can be very damaging to a business and cost a great deal of money. However, if the consumer's expectation are met, or, especially, exceeded, they will be pleased and will be more likely to repeat the purchase or at least recommend it to a friend. [...]
[...] Need Recognition Need recognition is the step that the buyer decision process begins with. This step is triggered internal stimuli, such as hunger, or cold, or external stimuli such as a magazine article, that influences a buyer to recognize a need. (Armstrong & Kotler, p. 142). This step in the process was the first of many crucial differences in the approaches the sisters took to purchasing their respective vehicles. Kristen recognized her need for a car when she started working part-time and going to college, and borrowing her parent's car became inconvenient for both parties. [...]
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