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THE BUYING DECISION PROCESS / THE BUYING DECISION MODEL
The buying decision process also known as the consumer decision making process is
defined as the series of steps a consumer takes when making a purchase, from initially
recognizing a need to evaluating the purchase after its made.
Buying Decision Process also refers to the step by step approach that consumers take when
making a purchase.
Stages of the buying decision process
There are 5 stages of buying decision process and they include:
·Problem/Need Recognition
· Information search
·Evaluation of alternatives
· Purchase decision
·Post purchase behaviour
1) Problem/Need Recognition
problem or need is the initial stage of the buying decision . It occurs when a consumer
becomes aware of a discrepancy between their current state and a desired state.
This recognition can be triggered by various factors which includes the types of needs, the
factors influencing problem recognition,triggers for problem recognition and the marketing
implications.
The types of needs includes:
·Functional Needs: functional needs which is related to the performance or functionality of a
product or service.
· Emotional Needs: this is related to feelings, emotions or personal values.
·Social Needs: social needs is related to social status, belonging or relationships.
Triggers for problem recognition
·Internal stimuli: this has to do with personal experiences, desires or needs.
·External stimuli: this has to do with advertising, social media, word of mouth or environmental
factors
Factors influencing problem recognition
·personal factors: the personal factors are the ages, income, lifestyle and personality
·Social factors: this has to do with friends, family and social media
· Cultural factors: Cultural background, values and norms.
Marketing implications
Identifying consumer needs: marketers must understand consumer needs and preferences to
create effective marketing strategies
- Creating Awareness: marketers can create awareness of problems or needs through
advertising, content marketing and social media
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- Providing solution: marketers should provide solutions that meet consumer needs and exceed
their expectations
2). Information search
Consumers gather information to address a recognized need or problem. This stage involves:
· Internal search: this stage has to do with recalling past experiences and knowledge
·External search: this is seeking information from family and friends, online reviews, social
media, advertising and expert opinions.
Types of information sought
·Product features: this is the characteristics and product specifications
·Product benefits: this are the advantages and value offered
·price: this is the cost and perceived value
·Brand : this is the reputation and trust
Marketing implications
·Providing of accurate information: this ensures accessibility and accuracy of product
information
· Utilization of multiple channels: this reach consumers through various information sources
·Building of Brand Awareness: this establish a strong brand reputation and trust
3) Evaluation of alternatives
consumers assess and compare different options to determine which one best meets their
needs . This stage involves:
· comparing features: this is the evaluation of product or service characteristics
·Assessing Benefits: this is the process of considering the advantages and value offered
·Evaluating price: Weighing of the cost against perceived value
· Considering Brand: Assessment of reputation and trust
Evaluation criteria
· Functional criteria: performance, quality and reliability
· Emotional criteria: feelings, emotions and personal values
· Social criteria: social status, belonging and relationship
Marketing implications
· Differentiation of product: highlight unique features and benefits
·Provision of clear information: Ensuring of transparency and accuracy in product information
· Building of brand loyalty: Delivering on promises and exceed consumer expectations
4) Purchase Decision
This is the stage where consumers make a final decision to buy a product or service. This
stage involves :
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· Choosing a product: selecting of the best option based on evaluation
· Selecting a retailer: Deciding where to make the purchase
· Timing: Determining when to make the purchase
Marketing implications
· Create a seamless Experience: Ensuring of a smooth purchasing process
· Offering of incentives: providing of promotions , discounts or loyalty programs
· Building of trust: Establishing a strong brand reputation and trust
5) Post Purchase Behaviour
After making a purchase, consumers evaluate their experience and satisfaction with the
product or service. This stage involves:
· Satisfaction: Accessing whether the product meets expectations
· Expectations verses Reliability: comparing Percy performance with actual experience
· Loyalty: developing loyalty or dissatisfaction with the brand
Outcomes of post purchase behavior
· Satisfaction: leads to loyalty repeatation of business and positive word of mouth
· Dissatisfaction: may result in negative reviews, returns or switching to competitors
Factors influencing post purchase behaviour
· Product Performance: meeting or exceeding expectations
· Consumer service: quality support or service
· Brand Communication: Consistency and transparency in messaging
Marketing implications
· Deliver on Promises: ensures that products meets expectations
· Provide Excellent Customers service: support customers and address concerns
· Encourage Feedback: gather insights to improve product and services
Buying Decision Model
A buying decision model is a framework that outlines the stages a consumer goes through when
making a purchase decision. The model helps businesses understand consumer behavior and
develop effective marketing strategies.
Stages of the Buying Decision Model:
- Problem Recognition: The consumer identifies a need or problem that requires a solution.
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- Information Search: The consumer gathers information about potential solutions, including
products, services, and brands.
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- Evaluation of Alternatives: The consumer evaluates the options and makes a comparison of
the products or services.
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- Purchase Decision: The consumer makes the final purchase decision, choosing a product or
service that meets their needs.
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- Post-Purchase Evaluation:The consumer assesses their satisfaction with the purchase and
may develop loyalty to the brand.
Types of Buying Decision Models:
- High-Involvement Model: This Applies to purchases that are important, expensive, or risky,
such as buying a car or a house.
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- Low-Involvement Model: This Applies to routine or habitual purchases, such as buying
groceries or household items.
Factors Influencing Buying Decisions:
- Personal Factors: the personal factors includes:Age, income, lifestyle, personality, and values.
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- Social Factors:the social factors includes: Family, friends, social media, and cultural
background.
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- Marketing Factors:the marketing factors includes: Advertising, branding, promotions, and
product design.
