Buying Process

The Consumer Decision Process

NAME: Baljinderjit Kaur

STEPS | Coffee | Computer |

1. What triggers the decision to buy? 2. Is it a need? Is it a want? | * Desire , * Especially in winters coffee is a good source to feel warmer * It can be a habit * Good treat The need or want for coffee differs from person to person | Nowadays ,computer is essential (need) for most of the people It is essential : * For studies * For business * Technology |

1. How do you seek information about the purchase? 2. Is it a commodity? | Yes , it is a commodity * From a friend or relative * Through advertisements like Nescafe * By visiting personally on café’s | Yes, it is a commodity * Company’s website * Internet * Technical experts |

1. What evaluative criteria do you use when deciding to purchase a particular brand? 2. What is your consideration set (options that you consider) of brands? | * Price of the coffee * Taste * Flavours ( French vanilla etcetera ) * Utility ( satisfaction ) BRANDS such as Timhortons | * Price of commodity * Features such as processor , battery life , memory * Warranty * Brands such as Dell, Samsung Lenovo. |

1. When and where do you buy? | Where : * From a coffee café * Every day or whenever I want. | * After every 2 or 3 years. * Whenever there is need Where : * online * By visiting personally to shop |

1. With respect to the purchase, did you experience any cognitive dissonance? * If dissatisfied, what was deficient? * Did you tell anyone? * Will you go back? * What marketing activities could be undertaken to reduce this? | * Yes, I experienced this. * I was dissatisfied with the flavour I ordered and I got a completely different flavour * I told it to all my friends and family * No, I will not back * Marketing activities :Displaying all the flavours on the board Hearing carefully what a customer...