The Buyer Decision Process

The Buyer Decision Process Consists Of Five Stages.

  1. Need Recognition

  2. Information Search

  3. Evaluation Of Alternatives

  4. Purchase Decision

  5. Post Purchase Behaviour

01. Need Recognition :-

The first stage of the buyer decision process in which the consumer recognizes a problem a need.

e.g. The need can be triggered by internal stimuli when one of the person’s normal needs – hangers, thirst, Sex – rises to a level – high enough to become a drive. The need can be triggered by external stimuli.

02. Information Search :-

The stage of the buyer decision process in which the consumer is around to search for more information. The consumer may simply have heightened attention or may go into active information search. The consumer can obtain information from any of several sources. I.e. personal sources (family, friends, neighbours ) commercial sources (advertising sales peoples dealers, packaging, displays). Public sources (mass media etc.)

Experiential sources (handling, examining, using the product).

03. Evaluation of Alternatives:

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

04 Purchase Decision :-

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

Two factors can come between the purchase intention and the purchase decision. The first factor is attitudes of others.

The second factor is unexpected situational factor.

05. Post Purchase Behaviour :

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