Consumer Buying Decisions

Consumer Buying Decisions...

1. Problem Recognition— difference between the desired state and the actual condition.Deficit in assortment of products. You see a commercial of a new pair of shoes, that stimulates your recognition that you need a new pair of shoes.

2.Information search- 

• Personal- Friend bought a new pair of PUMA shoes or any other PUMA product. You will get attracted for it and try to fetch more information about the brand.
• Commercial- Any fancy advertisement or hoarding of PUMA may also attract you towards the brand. The red box packaging of PUMA is also eye-catching.
• Public- Mass media and consumer-rating organizations are the two sources for any customer to get to know about PUMA.
• Experimental- You may use any of the PUMA product by buying it from any of your friend or relative for a day or two. After using the product and examining it you may like it and fall for it.

3.Evaluation of Alternatives- need to establish criteria for evaluation, features the buyer wants or does not want the product. Rank/weight alternatives or resume search. May decide that you want to buy or wear. If not satisfied with your choices then return to the search phase. Can you think of any other brand? Look in the yellow pages etc. Information from different sources may be treated differently.

4.Purchase decision-  After total evaluation and information searching about the product, the customer looks at his priority needs from the product. Does he want the shoes to be fancy looking? or Comfort ability is the main requirement or the purpose of buying it? or even both. He then evaluates the product from buying point of view and makes the final decision.

5.Post purchase behavior -  It is the outcome of the customer behavior towards the product after purchasing it. Is he satisfied or dissatisfied? Have he made the right decision. This can be reduced by warranties, after sales communication etc.