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Stages of Consumer Decision Making
Stages of Consumer Decision Making
The buying process starts when the buyer recognizes a problem or need triggered by
internal or external stimuli.
Here the consumer recognizes a need or problem and feels a difference between
the actual state and some desired state.
They try to find goods for satisfying such needs
Marketers need to identify the circumstances that trigger a particular need by
gathering information from a number of consumers.
Stage 2: Information Search
This leads to the second stage of searching for information about the product. The
consumer tries the find out as much as possible about the product’s available
brands.
We can distinguish between two levels of engagement in the search.
The milder search state is called heightened attention.
At the next level, the person may enter an active information search.
Step 2: Information Search Contd...
Information Sources
Major information sources to which consumers will turn fall into four groups:
1. Personal. Family, friends, neighbours, acquaintances
2. Commercial. Advertising, Websites, salespersons, dealers, packaging,
displays
3. Public. Mass media, consumer-rating organizations
4. Experiential. Handling, examining, using the product
Stage 2: Information Search Contd..
Search Dynamics
Apple, Samsung, Lenovo, Micromax, LG,
OnePlus, Sony
Apple, Samsung
Apple
Stage 3: Evaluation of Alternatives
The fifth stage is the post-purchase evaluation, and it is the most important
one.
Depending on the level of satisfaction or dissatisfaction, the consumer will
become a loyal customer or actively avoid the brand.
Satisfaction is a function of the closeness between expectations and the
product’s perceived performance.
If performance falls short of expectations, the consumer is disappointed; if it
meets expectations, the consumer is satisfied; if it exceeds expectations, the
consumer is delighted.
These feelings make a difference in whether the customer buys the product
again and talks favourably or unfavourably about it to others.
Post purchase Behaviour…contd
Post purchase dissonance
Reducing Post Purchase Dissonance
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