Question

Consumer behaviour is the study of how individual customers, groups or organisations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.

With the aid of relevant examples, assess the use of the five (6) stage model of the consumer buying

process in relation to consumer behaviour.       

           

Answer 1

The 5 stages of consumer buying process are i) Problem identification,ii)Information search.iii)Evaluation of alternatives iv)Purchase decision v)Post purchase decision.The first process is trying to identify the need of buying which reflects the buying behaviour of consumer.The need arises due to internal stimuli ( normal needs due to hunger , or thirst)tor external stimuli ( ie desire to purchase a new car).The second process is searching for information. This is possible through personal sources like family, friends;commercial sources like advertising , Public sources like radio, TV etc,experimental sources like using the product.The third process is evaluation of alternatives after collecting information about certain brands. He selects the best brand that offers maximum satisfaction. In this certain cosiderations are made which reflects consumer behaviour like  price of the different brands , popularity of the brand,  benefits offered by the brand,after sales services etc.The fourth process is the purchase decision and the consumer prefers the best brand that offers maximum benefit at a lower price.The fifth process is the post purchase decision which includes post purchase satisfaction,post purchase action and post purchase use  and disposal.