The Buyer Decision Process

Dorothy Ashley M. Acierto March 28, 2011

New York College Principles Of Marketing

Report 2 Instructor: Konstantinos, Lionakis

The Buyer Decision Process

The problem recognition is the difference between an actual state and a desired state. The customer will consume the product when he or she needs to satisfy its need to resolve the problem. Each person has their own need.

• A person’s normal needs

My recent purchased item is a mobile phone. I needed a mobile phone for communication and for my self esteem.

• TV advertising

• Magazine ad

In my case I saw 3 different mobile phone that I wanted on the Television advertising and a Magazine ad.

Information Search means to search solution for the need that we have and resolve our problem. I wanted to choose from those 3 mobile phones because of the word of mouth from:

• Personal Sources – I heard from my mother and from a couple of friends who uses those brand mobile that its worth buying it because of its useful applications, its good quality and its overall capacity.

• Commercial Sources – I can always see it on the TV and magazines and I’ve asked a few sales people from the store and they recommended me this brand.

Evaluation of Alternatives are the options or attributes of each product that can satisfy me:

• Product Attributes – I compared and evaluated the 3 mobile phones I was choosing from. Each product had different price, I chose the most expensive and the most modern-look.

• Brand beliefs – I have purchased and tried already those 3 brands because that are the most popular ones and it would be easy for me to use one of the 3 because its not new to me and I know how to manage and use it with no difficulty.

Purchase Decision is the desire to buy the most preferred brand. I purchased the brand that was top in sales and I’ve purchased the same brand in the past 3 times and I was contented.

Post purchase Behavior is the expectation of product’s performance. In the end I was...