Explain the following stages in consumer buying decision process: (a) Problem recognition; (b) Information search: (c) Evaluation of alternative: (d) Purcha...

Answer Details

Stages in the consumer buying decision process

(a) Problem recognition

This is the first stage, where the buyer becomes aware of a need or problem, a gap between his present state and a desired state. The need may be triggered by internal factors (such as hunger) or external factors (such as an advertisement). Recognising the need starts the buying process.

(b) Information search

Having recognised the need, the consumer looks for information about products that can satisfy it. He gathers information from personal sources (friends, family), commercial sources (advertising, salespeople), public sources and his own past experience to know the available options.

(c) Evaluation of alternatives

The consumer compares the different brands and products he has identified, judging them against criteria such as price, quality, features, durability and brand image, in order to rank them and decide which best satisfies his need.

(d) Purchase decision

At this stage the consumer selects the preferred brand and actually buys it. The final choice may still be affected by the attitudes of others and by unexpected situations such as a change in price or income. He also decides where, when and how to buy.

(e) Post-purchase behaviour

After buying and using the product, the consumer evaluates whether it has met his expectations. If satisfied, he feels confident, may buy again and recommend it to others; if dissatisfied, he may return the product, complain or avoid the brand in future.