Question

List and define ....and the stages in the buyer decision process "The buying process starts long before the actual purchase and continues long after. Marketers need to focus on the entire buying process rather than on the purchase decision only."

a) List the steps in the consumer decision process
b) Explain each of the steps 60 marks
c) List the marketing tools a consumer could use at each step to purchase a new computer

Answer 1

The consumer decision process consists of five stages: Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-purchase Behavior. Marketing tools like product comparisons, reviews, advertisements, and post-purchase support are essential in guiding consumers through each stage, especially when purchasing complex items such as computers.

Step-by-step explanation:

The buying process is complex and includes several stages that a consumer goes through before, during, and after making a purchase. Understanding this process can help marketers create strategies that target consumers at different stages.

1. Need Recognition: The consumer perceives a problem or need which could be triggered by internal or external stimuli.
2. Information Search: The consumer seeks to gather information about the ways to solve the need or problem.
3. Evaluation of Alternatives: The consumer compares different products or services to determine which one best suits their needs.
4. Purchase Decision: The consumer decides on the product or service that will be purchased, influenced by the information and evaluation done in the previous steps.
5. Post-purchase Behavior: After purchase, the consumer will either be satisfied or dissatisfied and this experience will influence future purchase decisions.

• Product reviews and comparisons to aid in the Information Search and Evaluation of Alternatives stages.
• Advertisements and promotional offers can influence the Purchase Decision stage.
• Post-purchase support and service for managing expectations and satisfaction in the Post-purchase Behavior stage.

Marketers can leverage tools such as SEO, social media, and content marketing to guide consumers at various stages of their decision-making process when purchasing a new computer.