Consumer Purchase Process

Made By:-Dhrumil ShahSYBBA Div 2Roll No. 101

Consumer Purchase DecisionIt is a model to show the process of how consumers reach to their final decision about purchasing a product.This includes the following:

•Choice of product•Purchase timing•Place of purchase•After purchase reaction

1. Need recognitionIt is a need or problem that a person faces.

It includes the following:•Discomfort by future consumer•Starting point•Marketer focuses on the need or problem

by proving the utility of the product

2. Information SearchMarket puts in efforts to find out about the efficiency of the products. This usually happens in high involvement products like automobiles etc.The information comes from either Formal sources like advt., official announcements or by Informal sources like family, friends.

3. Developing & Evaluating AlternativesMarketer considers the process by which consumers buy the products and then frame suitable alternatives.The consumers always satisfy their basic need or want which benefits them and have some attributes. The consumer’s information exposure helps them to have a belief and attitude about the product.

4. Purchase DecisionThe conversion of Purchase Intention to Purchase Decision is a part of this. There are two factors in this as follows:

•Intensity of other persons’ negative attitude towards consumer’s preferred alternatives

•Consumer’s motivation to comply with other person’s wishes

5. Post Purchase BehaviourA satisfied customer is the harbinger of marketing the product through mouth publicity along with repeat purchase. On the other hand, a dissatisfied customer may spread rumours about the product or develop ill-feeling for the same.