3.3 The Consumer Purchasing Decision Process

The consumer purchasing decision process is a crucial concept in marketing. It outlines how consumers move from recognizing a need to making a purchase and evaluating their decision. Understanding this process helps marketers influence consumer behavior at each stage.

The five stages of the process are problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Marketers can apply strategies at each stage to guide consumers towards their products and build long-term customer relationships.

The Consumer Purchasing Decision Process

Stages of consumer purchasing process

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• Problem recognition involves identifying a need or want triggered by internal stimuli (hunger, thirst) or external stimuli (advertisements, word-of-mouth)
• Information search includes both internal search (memory) and external search from personal sources (family, friends), commercial sources (advertising, salespeople), public sources (consumer reviews, social media), and experiential sources (handling, examining, using the product)
• Evaluation of alternatives involves considering the evoked set (brands under consideration), evaluating criteria (product attributes, benefits, costs), and comparing options
• Purchase decision encompasses retailer selection, product selection, purchase timing, and purchase amount
• Post-purchase behavior includes satisfaction or dissatisfaction, cognitive dissonance, providing feedback and reviews, and influencing repurchase intention

Need recognition and information search

• Need recognition triggers encompass functional needs (product performance, utility), social needs (belonging, status), and psychological needs (self-esteem, self-actualization)
• Information search process varies from passive attention (low involvement) to active search (high involvement)
• Determinants of search extent include market factors (number of alternatives, differentiation), product factors (price, purchase frequency, perceived risk), and consumer factors (interest, time, accessibility)
• Consumer motivation plays a crucial role in driving the information search process

Alternative evaluation and purchase decisions

• Evaluation criteria consist of salient attributes (most important features) and determinant attributes (differentiating features)
• Decision rules can be compensatory (trade-offs between attributes) or non-compensatory (elimination by aspects, lexicographic)
• Influencing factors comprise attitudes and beliefs, reference groups and opinion leaders, and situational factors (time pressure, store environment)
• Purchase intention is formed based on the evaluation of alternatives and influencing factors

Post-purchase behavior and impacts

• Satisfaction drivers include expectation confirmation/disconfirmation, perceived performance, and attribution of blame or credit
• Consequences of satisfaction/dissatisfaction lead to brand loyalty and repurchase, brand switching, complaints, and negative word-of-mouth
• Cognitive dissonance reduction strategies involve seeking supportive information, downplaying the importance of the decision, and rationalizing the decision

Application in real-world marketing

• Problem recognition stage: Identifying unmet needs and wants, creating awareness through advertising and promotions (billboards, social media campaigns)
• Information search stage: Providing relevant and accessible product information, leveraging influencers and testimonials (product websites, customer reviews)
• Evaluation of alternatives stage: Highlighting unique selling propositions (USPs), positioning against competitors (comparative advertising, product demos)
• Purchase decision stage: Optimizing distribution channels, offering promotions and incentives (convenient store locations, discounts, loyalty programs)
• Post-purchase behavior stage: Encouraging feedback and reviews, providing excellent customer service and support, implementing loyalty programs and retention strategies (follow-up emails, warranty programs, personalized offers)

Consumer Behavior and Decision-Making

• Consumer behavior encompasses the study of how individuals make decisions about what products to buy, use, and dispose of
• The decision-making process (also known as the buyer's journey) involves multiple stages from problem recognition to post-purchase evaluation
• Consumer psychology examines the cognitive, emotional, and social factors that influence purchasing decisions
• The marketing funnel represents the customer's journey from awareness to purchase, aligning with the stages of the decision-making process