Buying Behaviour - Decision Process

Most marketers consider it important to deeply understand the buyer decision process as it will enable them to maximize their strategy in every stage of the process.

Need Recognition - For the consumer, making a decision to purchase a?product?is?not an easy task. They have to collect information from multiple sources, pay close attention to every aspect, analyse all of their possible options, and then make a purchasing decision. In most cases, the consumer must go through multiple phases before making a final decision.

Search for Information - The buyer conducts research on the product that will fulfil the identified requirement. For the consumer, making a decision to purchase a?product?is?not an easy task. They have to collect information from multiple sources, pay close attention to every aspect, analyse all of their possible options, and then make a purchasing decision. In most cases, the consumer must go through multiple phases before making a final decision.

There are numerous sources from which a Buyer can get information, which include:

Personal Sources:?The initial and most important?source of information may come from family members, friends, neighbours, and acquaintances. It is expected from?the consumer that they will speak with all of these people and gather as much information as possible about the answers to their problems.

Commercial Sources:?Commercial advertisements that come at various media platforms, through salespersons, dealers, and distributors, as well as at trade events and exhibitions, are key sources through which a consumer acquires information about the various?alternatives available.

Public Source:?The customer can also rely on information from various mass media resources, marketing research organisations, and consumer rating associations.

Experiential Sources:?In some circumstances, a consumer would prefer to try out new items, personally?handle them, carefully analyse them, use the sample product, and come to their own decisions.

Evaluation on Alternatives - The purchaser evaluates the options they have identified. Typically, a data search offers a variety of goods for the buyer to explore and decide about respective product is needed or not.

Buying Decision - Once a buyer examined various possibilities & decided to acquire a product, only the opinions of the consumer's colleagues and unplanned occurrences can influence his or her final decision. In this scenario, unanticipated events, such as financial difficulties, may have precluded the acquisition of the product.

Post-Purchase Behaviour: A buyer may suffer post-purchase dissonance after making a purchase, in which he or she feels that an alternative item been a choice to opt. Resolving after buying difference improves product's reputation & the probability of future purchases.

These five steps constitute a framework for assessing the Buyer decision process of clients. Though most of buyers move across these phases with a predetermined, linear order, some stages, such as the examination of alternatives, may surface during the purchase decision.?Certain amount of effort as well as time given to every level is contingent on a variety of variables, including the consumer's observed risk and motives.