Consumer Buying Process
1. High involvement purchase
2. Low involvement purchase
|Consumers' purchase decision process|
1. Need recognition
2. Information searching
- Personal sources: Personal source is important as well as confidential information. Such source of information about goods or services becomes very impressive to the consumers. This includes family, friends, neighbors, acquaintance etc.
- Commercial source: The other important source to get information about goods or service is commercial source. Such source also provides ample information about goods and services. Some consumers get much influenced by commercial source. This includes advertising, sales people, dealers, packaging, display etc.
- Public sources: Public sources are the other important sources to get information about goods and services. This includes mass media, consumer rating organizations etc. they also become confidential to provide information.
- Experimental sources: Experimental source is also an important source of information about goods and services. This includes handling, examining, using etc. Such information becomes decisive and confidential.
2. Evaluation of alternatives
- Product attribute: Products are of different attributes. For example, quality, simplicity in use, size, price, service, warranty, packaging, labeling etc. Consumers become eager to know the attributes of product at this sate of evaluation and make these attributes the base of selection.
- Degree of importance: Products have different attributes. Generally, the consumers do not concern with all attributes. They become interested only in some important attributes. They evaluate the important attributes of the goods which they want to buy. So, they evaluate the products on the basis of the degree of importance.
- Brand belief: Consumers have belief in attribute of certain brand of goods. They set belief in certain brand being influenced by own experience, suggestions, family neighbor and friends etc. Such belief may or may not be the actual features of the products.
- Satisfaction: Total satisfaction becomes different according to the attributes of any products. This means that satisfaction depends on the attribute of the goods. So, the consumers evaluate the goods on the basis of the degree of satisfaction and select more satisfactory goods while selecting alternatives.
4. Purchase decision
- Others’ attitude: After evaluating alternatives, the consumers like to buy certain products and product line. But they want liking is affected by others’ attitude. Suppose a house wife made final decision to buy a costly and big refrigerator, but her husband suggested her to buy cheap and small one. Hence her possibility to buy costly and big refrigerator diminishes.
- Situational factors: Even if costumers have decided to buy certain goods of certain quality and certain brand, situational factors affect them whether to buy or not. For example, they are income level, price, expected benefit, availability, dealer’s condition etc. If unexpected change takes place in such things, it also affects the purchasing decision.