The document outlines the 5 key stages of the consumer purchase decision process: 1) problem recognition, 2) information search, 3) alternative evaluation, 4) purchase decision, and 5) post-purchase behavior. It then provides details about each stage, including how marketers can impact the process by communicating with consumers at the right time and providing helpful information to influence their search, criteria, and decision phases. The process is meant to help consumers systematically evaluate their options when making important purchase decisions.
2. Consumer Purchase Decision Process
This process contains 5 key factors that make this an important factor in the
marketing area.
1. Problem Recognition
2. Alternative evaluation
3. Information search
4. Purchase decision
5. Post-Purchase Behavior.
3. Consumer Purchase Decision Process Problem
Recognition
This is an example if you needed a car to get somewhere, but your car is broken
down. Your current state is that you have a car broken down and you can’t go top
where you need to go. Your desired state is that you want a working car to get to
where you need to go.
4. Consumer Purchase Decision Process Information Search
This is where you have 2 type of information you can have internal and external
search.
Internal search is where you have it in your own head and don’t need to use ay
outside resources to get your answer.
External search is where you have to use google and other websites to find
information on the product.
5. Alternative Evaluation
When you are looking at an item you want to base it off of a criteria and see what
follows that criteria and look at alternative items that match the criteria so that you
are happy with your purchase.
6. Purchase Decision
This is the part when you choose what you are going to buy, when you are going
to get it, and where you are going to purchase your item.
7. Post Purchase Behavior
When you finish the purchase you will go through the final stage. The Purchase
evaluation, this is where you look at your criteria and see what you have
completed. Then if you didn’t make the right purchase you will go through the
cognitive dissonance this is where you think back on if you made the right decision
or not.
8. How Marketers Can Impact the Process
Problem recognition phase- Communicating with the consumer at the right time.
Search Phase- Develop a communication process that provides helpful
information to buyers.
Criteria Phase- Leveraging important product attributes.
Decision Phase- Right Product, Right Time, Right Place
Post-Purchase Phase- Customer satisfaction/ follow up
