2. Stages Consumers
Experience Before, During
and After a Purchase.
Today we will be discussing the 5
stages consumers experience before,
during and after making a purchase.
4. Example of Problem
Recognition
Mike walks into the kitchen to make himself a cup of coffee.
Mike has milk in his coffee every morning, so he goes to the
fridge to get the milk. Upon opening the refrigerator, Mike
realizes he is out of milk. This is when Mike comes to the
realization that he will have to purchase more if he wants to
drink his coffee with milk.
6. Example of
Information Search
Mike usually buys his milk from the
Walmart across the street, but his
wife mentioned a sale that was going
on at Kroger's, which was a block
away. He goes online to see if it would
be beneficial to go to Kroger's or just
go to Walmart like usual.
8. Example of Alternative
Evaluation
Mike checks the price of milk at
Walmart and the price at Kroger's and
evaluates which purchase would be
the smartest and save him the most
money.
11. Stage #5 Post-
Purchase Evaluation
Post-purchase evaluation is where
consumers reflecting on the purchase
they made.
12. Example of Post-Purchase
Evaluation
As Mike is sitting enjoying his cup of coffee, he
tells himself that the walk to Kroger's was worth
the few extra feet because he saved himself
$1.47.
13. End Note
All consumers go through stage one. If you are like me, stages #2 and
#3 can be skipped from time to time. I smoke a certain brand of
cigarettes. When I realize I am about out, I go to the same store and
purchase another pack. Step #4 is another stage that is always
followed. I recognize the need and make the decision to purchase. Stage
#5 can be skipped as well but, personally, I always tell myself I need to
quit smoking, so it was a mistake to purchase another pack. Some
consumers can make a purchase without a thought afterward.
