Five-step customer decision-making process
What are the steps a buyer passes through when making a buying decision?
- Problem Awareness: After consumers go through the problem awareness step, they search for information about the products and services available to satisfy their needs and wants.
- Search for Information: After consumers go through the problem-awareness step, they search for information about the products and services available to satisfy their needs and wants.
- Evaluation of Alternatives: Armed with product information, the consumer’s next step is to evaluate the alternatives discovered in the search for information step. The goal is to make the best purchase.
- Purchase: The purchase follows the evaluation of alternatives step. Perhaps the most important step to marketers is the purchase step of the decision-making process.
What other factors might influence a purchase?
Other factors influencing a purchase include family, culture, and reference groups.
Think about something you recently purchased and discuss each buying decision step and other factors that influence your decision to buy.
I recently bought a laptop and I believe I followed the aforementioned five-step process. Initially, I realized I needed a new laptop that I could use to work from home and also, do my coursework. After identifying my need, the next step was to search for information about laptops available on various online platforms. I spent a week looking for a suitable laptop that had my preferred specs. Within the week of searching, I came across so many laptop models, and therefore, I was impelled to evaluate the various alternatives so that I can make the best purchase. The evaluation did not take long since I am a frequent buyer of laptops. Finally, I bought a laptop that I felt meets my needs. I had a good experience with the seller and I will consider them when planning to purchase another laptop. Other factors that influenced my decision to buy the laptop include advice from friends and relatives, marketing mix factors, and preferences of people that I compare myself to like my supervisors.
Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.
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