The document outlines the 5 stages of the consumer buying process: 1) Need recognition - the consumer becomes aware of a problem or need. 2) Information search - the consumer searches for information internally and externally to learn about possible alternatives. 3) Evaluation of alternatives - the consumer evaluates the different alternatives based on attributes and decides on a preferred choice. 4) Purchase decision - the consumer decides on a specific product, brand, store, and purchase method. 5) Post-purchase evaluation - after the purchase, the consumer evaluates satisfaction with their decision and the product.

1. Consumer Buying Process

2. Evaluation of Alternatives
Purchase Decision
Post-purchase Behavior
5 Stage Model of
the Consumer
Buying Process
Need Recognition
Information Search

3. 1. Need Recognition (Awareness Of Need)
• The buying process starts when the buyer recognizes a
problem or need.
• The need can be triggered by internal ,external, marketing
stimuli.
• Ex.- person’s normal needs-hunger/ thrust –rises to
threshold level and becomes a drive.

4. 2. Information Search
• An aroused consumer will be inclined to search for more
information
• Internal search- memory.
• External search- if he needs more information.
• Friends and relatives (word of mouth); Marketer dominated
sources; comparison shopping; public sources etc.
Helps buyer find possible alternatives- i.e- the evoked set.
Hungry- want to go out and eat,
evoked set is
 Chinese food
 Indian food etc.

5. 3. Evaluation Of Alternatives
• Competitor brand information
• Consumer evaluation process
1. The consumer is trying to satisfy the needs.
2. The consumer is looking for certain benefits from the product solution.
3. The consumer sees each product as a bundle of attributes for delivering
the benefits sought to satisfy these needs

6. Contd..
• Attributes of interests to buyer :
Cameras : picture, sharpness, size ,price
Hotels: Location ,cleanliness, atmosphere, price
• If not satisfied with your choice then return to the search phase.

7. 4. Purchase Decision
• In evaluation stage the consumer form preferences among the brands
• In this phase-Choose buying alternative
• includes product, package, store, method of purchase , Incentives
offered, out of stock, budget etc.

8. Consumer

9. 5.Post-purchase Evaluation-outcome:
•Satisfaction or Dissatisfaction.
• Have you made the right decision?
• This can be reduced by warranties, after sales
communication etc.
•Ex: After eating an Indian meal, may think that really you
wanted a Chinese meal instead of Indian.

10. Adoption Of New Product Innovations
• Stages in the adoption process:
• Awareness, interest, evaluation, trial, and adoption
• Influence of product characteristics on rate of
adoption:
• Relative advantage
• Compatibility
• Complexity
• Divisibility
• Communicability
Figure 7.7

11. THANK YOU.