We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

Discuss the Consumers Buying Decision Process Essay Sample

The whole doc is available only for registered users OPEN DOC
  • Pages:
  • Word count: 1214
  • Category: marketing

Get Full Essay

Get access to this section to get all the help you need with your essay and educational goals.

Get Access

Discuss the Consumers Buying Decision Process Essay Sample

The buying decision processes are the decision making processes undertaken by consumers in regard to a potential market transaction before, during, and after the purchase of a product or service. The retailer is responsible for selling the goods in the market so he or she must have the knowledge of how the consumers actually make their buying decisions. For this he must study the consumer buying decision process or model. It involves five stages which are Need recognition, Information search, Evaluation of Alternatives, Purchasing and Post purchase Evaluation The model implies that consumers pass through all stages in every purchase. However, in more routine purchases, consumers often skip or reverse some of the stages. For example, a Mucg student buying a favorite soobolo drink would recognize the need (hunger) and go right to the purchase decision, skipping information search and evaluation. However, the model is very useful when it comes to understanding any purchase that requires some thought and deliberation.

1.Need recognition

The buying process starts with need recognition. The retailer must recognize the needs of the consumer as well as how these needs can be satisfied. For example if a person is hungry then food is desired or if it is a matter of thirst than water is desirable At this stage, the buyer recognises a problem or need (e.g. I am hungry, i need a new calculator,) or responds to a marketing stimulus (e.g. you pass by Nkorsuor and you attracted by the aroma of their jollof rice and chicken). An “aroused” consumer then needs to decide how much information (if any) is required.

If the need is strong and there is a product or service that meets the need close to hand, then a purchase decision is likely to be made there and then. If not, then the process of information search begins. At this stage the implications are that the retailer must ensure that it creates enough awareness about the need that its products or service is designed to solve. The retailer must indulge in campaigns and adverts to ensure that all consumers who have such problems are aware that there is a product or a service designed to meet that need. For example shoprite running a series of adverts on TV and radio about its assorted products on sale.

2.Information search:

In consumer buying decision process information search comes at second number. In this stage costumer engages in information search relating to the problem at hand. A consumer can obtain information from several sources depending on the type and relevance of the need which is to be solved. Common sources includes; friends and relatives, media, sales people and brochures among others. Internally the consumer may rely on his or her personal experience first before resorting to external sources to compliment his or her internal search.

At this point consumers

Want relevant information to aid in decision making. What this means is that the retailer or marketer must make available timely and relevant information about their product and services. Information that is educative and motivating enough to arouse the interest of the consumer. It is important to note that consumers at this stage use whatever information is available to do a comparative analysis against that of competing shops or brands so it is important that retailers make their information very clear and competitive enough to grab the attention of their consumers.

3.Evaluation of alternatives:

At this stage consumers are exposed to varieties of competing brands and shop outlets, and the challenge for the consumer is to select the best brand or shop outlet that will help solve his or her needs. For the retailer the challenge must be to get the consumer to select his or her shop. This stage starts from the information search stage at the time when consumers are looking for information to help in making the right decision,

These decisions are made against set criteria include; price, product quality, brand name, availability of products ,colour, resalable value, access to distribution outlets etc. The choice of criteria used by customers must be identified by the retailer and messages designed to appeal and educate customers leading to the choice of desired brand by consumers. At this stage the retailer must help the consumer in evaluating the alternatives available in order to expedite the buying process; this could be than by training sales persons to be knowledgeable in all brands so as to assist consumers.

4.Purchase decision:

After evaluating the alternatives the consumer buys the suitable product. But there are also the chances to postpone the purchase decision due to some reasons; there could be now only two things which might just change the decision of the consumer of buying the product that is what the other peers of the consumer think of the product and any unforeseen circumstances. Unforeseen circumstances for example in this case could be financial losses which led to not buying of the product. In this case the retailer uses positioning to speed up the decision process in their favour for instance Melcom Limited Ghana’s largest chain of retail department stores positioned its self as a shop which provides essential needs for mans survival at affordable prices. They did this mostly through advertising and with catchy slogans like; “The Cedi Saver”, “Your One-Stop Shop”, “The House of Bargains”, “Where Quality Costs Less” and “Where Ghana Shops” which have become synonymous with their business. In a nutshell all this important attributes helps consumers in choosing them in favour of other shop outlets.

5.Post-purchase evaluation:

The final stage is the post-purchase evaluation of the decision. It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as “cognitive dissonance”. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time. After buying the product consumer will either be satisfied or dissatisfied. If the consumer is not satisfied in that case he will be disappointed otherwise If he is satisfied then he will be delighted. It is usually said that a satisfied consumer tells about the product to 3 people and a dissatisfied consumer tells about the product to 11 people. Therefore it is the duty of the retailer to satisfy the consumer.

To manage the post-purchase stage, it is the job of the retailer to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision.

By concluding I would say the model is important for anyone making marketing decisions. It forces the retailer to consider the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice!) The model implies that customers pass through all stages in every purchase as shown above.

Akwensivie, M. D. (2013). Consumer Behaviour Theories and concepts their managerial implications. Dansoman: Derisco Co Ltd. Jim Riley, (n.d). Buyer behaviour – The decision-making process. Retrieved 23 September, 2012, from www.tutor2u.net/business/marketing/buying_decision_process.asp

We can write a custom essay

According to Your Specific Requirements

Order an essay

You May Also Find These Documents Helpful

Cocoa delights marketing plan

Marketing objectives should be presented to the CEO in written format, and respond to each of the following statements: 1. Compatibility: How is the objective compatible with the organisation’s strategic direction and purpose? To achieve this, we have 5 priorities: Building a customer and store-led culture and team Generating sustainable sales momentum in Food Evolving our Drinks business to provide even more value and convenience...

Classification of Relationship Marketing

Marketing discipline has attracted considerable attention from academics as a result there are numerous definitions of marketing in the literature. Different authors have different views of marketing. For instance Kotler and Armstrong (2010) define marketing as the social process through which individuals as well as organisations acquire their needs and wants by creating and exchanging values with others while American Marketing Association (2013) defines marketing...

Target marketing strategy

What is market fragmentation, and what are its consequences for marketers?Market fragmentation refers to the notion that a market comprises of diverse and different segments. These segments have their own particular requirements, necessities, backgrounds, and a different response to marketing messages. Different mobile phone applications, channels, magazines based on customer needs are some examples of market fragmentation. The emergence of such segments increases competition and...

LensCrafters strategy

Evaluate LensCrafters’ operations strategy and explain how the organization seeks to gain a competitive advantage in terms of sustainability About Lenscrafter LensCrafters is a universal eyewear and shades organization headquartered at UnitedStates. The organization is having 90 stores in the U.S and was established in 1983 by E. DeanButler. Presently the organization is having 850 stores over the globe. The principle highlight of the company is...

Three key characteristics of the marketing concept

Identifying customer needs and wants- In case study, Ralph Chapman Recognizing that the great depression in the UK meant that the many of his poorest customers needed an affordable source of Vitamin C. Developing products to meet customer needs and want- In case study, Ralph Chapman develop a way to bottle his fruit juices to enable them to stay fresher for longer and providing a...

Get Access To The Full Essay
Materials Daily
100,000+ Subjects
2000+ Topics
Free Plagiarism
All Materials
are Cataloged Well

Sorry, but copying text is forbidden on this website. If you need this or any other sample, we can send it to you via email.

By clicking "SEND", you agree to our terms of service and privacy policy. We'll occasionally send you account related and promo emails.
Sorry, but only registered users have full access

How about getting this access

Become a member

Your Answer Is Very Helpful For Us
Thank You A Lot!


Emma Taylor


Hi there!
Would you like to get such a paper?
How about getting a customized one?

Can't find What you were Looking for?

Get access to our huge, continuously updated knowledge base

The next update will be in:
14 : 59 : 59
Become a Member