4. 5-4
The Buyer Decision Process
Step 1. Need Recognition
Need Recognition
Buyer Recognizes a Problem or Need
Internal Stimuli External Stimuli
• Hunger • TV advertising
• Thirst • Magazine ad
• A person’s normal needs • Radio slogan
5. The Buyer Decision Process 5-5
Step 2. Information Search
Personal Sources •Family, friends, neighbors
•Most effective source of
information
Commercial Sources •Advertising, salespeople
•Receives most information from
these sources
Public Sources •Mass Media
•Consumer-rating groups
•Handling the product
Experiential Sources •Examining the product
•Using the product
6. 5-6
AWARENESS
TOTAL SET SET
CONSIDERATION CHOICE SET DECISION
SET
BPL BPL LG
PANASONIC SONY ???
VEDIOCON ONIDA BPL
VEDIOCON ?
LG LG SONY LG
ONIDA ONIDA BPL
Toshiba, Toshiba,
SONY SONY
Hitachi,
Philips,
SAMSUNG
7. 5-7
The Buyer Decision Process
Step 3. Evaluation of Alternatives
Evoked Set
Evaluation of Products
Analyze product attributes
Rank attributes by importance
Purchase!
8. 5-8
Marketers Must Study Buyers to
Find Out How They Evaluate
Brand Alternatives(BRAND
BELIEFS AND UTILITY
FUNCTIONS)
9. The Buyer Decision Process 5-9
Step 4. Purchase Decision
Purchase Intention
Desire to buy the most preferred brand
Attitudes of Unexpected
Others Situational
Factors
Purchase Decision
10. 5-10
The Buyer Decision Process
Step 5. Post-purchase Behavior
Consumer’s Expectations of
Product’s Performance
Product’s Perceived Performance
Satisfied Dissatisfied
Customer! Customer
Cognitive Dissonance
