The buying decision process is the decision-making process used by consumers regarding market transactions before, during, and after the purchase of a good or service. It can be seen as a particular form of a cost–benefit analysis in the presence of multiple alternatives. http://www.ndimdelhi.org/

1. 5
STAGES
OF BUYING
DECISION
PROCESS
PRESENTED BY NEW DELHI INSTITUTE OF MANAGEMENT

2. How do consumers
decide what and which
product to buy?
Here’s the process:
1 2 3 4 5
Post-purchase
behavior
Need
recognition
Search for
information
Evaluation of
alternatives
Purchase
decision

3. Need Recognition#1
No need, no purchase.
Consumer’s need is
triggered by internal or
external stimuli.

4. I haven’t eaten lunch yet.
I’ll buy some food at the
supermarket.
That dish looks and
smells so good. I’ll give
it a try.
Internal need: External need:

5. Search for Information#2
Consumer seeks information that can
help him make a purchasing decision.

6. Already present in the
consumer’s memory
How was my experience
with this camera brand
last year?
Obtained from other
consumers
How do professional
photographers rate this
camera?
Internal
information:
External
information:

7. Evaluation of Alternatives#3
Consumer evaluates alternatives based on product
features, brand perception, and other attributes.

8. This laptop is small, light,
and has long battery life.
Perfect for traveling.
This laptop’s graphic card,
hard drive and operating
system are ideal for coding.
Consumers consider different
attributes.

9. Consumer chooses the product that
resolves the need.
Purchase Decision#4

10. Factors that may affect
purchase decision:
Customer service
during actual
purchase
Promotions Shop’s terms
and conditions
Website UI and UX
(for online shopping)

11. Post Purchase Behavior#5
Consumer determines if he or she
made the right purchase.
Satisfied consumers will most
likely share their experience and
become loyal customers.
“A customer talking about their experience with you is worth ten times
that which you write or say about yourself.” ― David J. Greer

12. Based on this buying
decision process, what
should marketers and sales
people remember?

13. Reinforce your brand through marketing
strategies. Let consumers feel the need.
Billboards Social media
promotions
Flyers
1

14. Website information Catalogues
Provide accessible and concrete information
about your products or services.
2

15. Internet forums Social media
comments
Online reviews
SMS
@
Monitor and manage customers’ questions
and feedback.
3

16. 24/7
@@
Train sales and
customer representatives
Review warranty
policy if applicable
Establish a complaint
handling process
Enhance customer relationships.
4

17. “Customers loves certainty,
make sure you give it to them.”
AMIT KALANTRI

18. THANK YOU