E Commerce

CHAPTER 6

Consumer buyer process

The consumer buying decision process is a systematic way of looking at how a consumer makes the decision to purchase a product (any product) in a product category.

Marketers need to focus on the entire buying process rather than just the purchase decision

Five Step Process |

| | Problem Recognition Problem recognition occurs when a buyer becomes aware of a difference between a desired state and an actual condition. The recognition may result from internal stimuli (e.g. hunger, tired, the need for additional help, etc.).The recognition may result from external stimuli (e.g. an external requirement, an ad, a suggestion from a someone, the creation of a new position, and the retirement of a key individual). |

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| | Information Search Information search is the stage in the buyer decision process in which the consumer is aroused to search for more information.In the information search stage candidates will be identified through various efforts to produce applications, resumes may be collected, references may be checked, credit histories may be reviewed, and candidates may be interviewed. |

| | Evaluation of Alternatives This is the stage in the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.A consideration set is a group of brands that a buyer views as alternatives for possible purchase.Buyers may rate and rank alternatives. |

| | PurchaseIn this stage the consumer chooses the product or brand to be bought. |

| | Post purchase EvaluationAfter the purchase, buyers undergo an evaluation of the purchase decision. Does the product meet expectations with regard to performance?The outcome of the evaluation is either satisfaction or dissatisfaction. Marketer's aim is typically beyond mere satisfaction and meeting expectations. |

PERCEIVED RISK

Consumer's level of uncertainty regarding the outcome of a purchase decision, specially in case...