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Marketing Thoery Practice Q13 What is meant by the buyer decision process Explain the process relating it to an individuals purchase of a new digital camera 1 Introduction When a person makes a decision to buy something basically the product he want to buy is useful for him and he need it Then he will go to find the information about that kind of goods from every seller and different brands After he collect the information from ads magazines his friends or mass media he will think about that compare the qualities prices servicesbetween different sellers or companies decide which brand of the product he gonna buy Finally he will choose the most preferred brand to buy After he bought the product as a marketer do not forget the last part of buyer decision process Post-purchase behaviour The reaction of customers are very important for a company What are the buyers thinking about the products its satisfied or dissatisfied even the reputation of one company are all depends on Post-Purchase behaviour So the stages buyers pass through to reach a buying dcision are Stage 1Stage 2Stage 3Stage 4Stage 5 Need recognitionInformation searchEvaluation of alternative Purchase decision Post-purchase behaviour Clearly the buying process starts long before actual purchase and continues long after Marketers need to focus on the entire buying process rather than on just the purchase decision But in more routine purchase consumers often skip or reverse some of these stages Kotler Brown - Marketing 6th edition 2 Buyer Decision Process At the beginning of year 2004 Tony decided to buy a digital camera for taking photos during his journey around Europe There were lots brands of digital cameras on sell at that time He had to make a decision between them 21 Stage 1 Need recognition Tony wants a digital camera to take photos during the
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