Consumer buying decision process

Need Recognition

The buying process starts with need recognition – the buyer recognizes a problem or need. The buyer senses a difference between his or her actual state and some desired state.

Information Search

The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search.

Alternative Evaluation

The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.

Purchase Decision

The stage of the buyer decision process in which the consumer actually buys the product.

Postpurchase Behavior

The stage of the buyer decision process in which consumers take further action after purchase based on their satisfaction or dissatisfaction.