Question

Define the consumer buying process as discussed in class and what happens in each step. Define the four main categories/types of influences to consumer decision making and give an example for each.

Answer 1

answer-

Consumer buying process can be defined as series of steps a consumer take to make buying decision to fufill his needs or wants.This process tell us how consumer purchase and how his behavior plays important role in buying decision.This is very important concept for markters because it tells about buying behavior of consumer.

the first stage is problem recognition or need identification at which consumer identify the problem. for example- A consumer has party in three days but he not dress to wear so consumer need a new dress.

the second stage is information search at which consumer gather all information possible to make final decision. Consumer look for stores near by, online search, take friends on shopping and ask from relatives to buy best dress.for example- Purchase from Zara or online store

the third stage is Evaluation of alternatives in which consumer look for pros and cons of each alternatives.

The fourth stage is final decision stage at which cosumer make final decision.At this stage, consumer will purchase the dress for the party.

The last stage is post purchase evaluation at which consumer either feel satisfied or dissatisfied with purchase like buyer purchased high priced dress from zara and went to party which did not attract any attention and look good on her.

Th first type of influence is cultural trend. culture is the part of every society and is the important cause of person wants and behave. For example- Indian customers purchase sarees while western cultured people purchase jeans and modern clothes.

the second type of influence is social class where customer make decision based on their social class. High class customer likes to purchase cars like Audi, porche while middle class people buy hyundai, suzuki etc.

the third type is personal where factors like age, lifestyle, income level affect buying decision. Customers who likes to play game will purchase gaming laptop. A child like to buy toys and adult likes to buy smartphones.

Pyschological factor where factors like attitude, beliefs play important role.for example- a customer has positive attitude towards always using iphone so they would always purchase new iphones not andorid phone.