STAGES IN THE DECISION PROCESS BUYER
STAGES IN THE DECISION PROCESS BUYER
Seeing how consumers make purchase decisions. The figure below shows that the buyer decision process consists of five stages: need recognition, information search, alternative evaluation, purchase decision, and post purchase behavior.
1 Introduction needs
The buyer is aware of a problem or need.
There are two stimuli that can trigger needs, namely:
a. Internal stimuli, when one person's normal needs-hunger, thirst, sex-occur at high enough levels.
b. External Rangasangan. For example, an advertisement or a discussion with a friend can make you think of buying a new car.
At this stage, marketers should research consumers to find what kind of needs or problems that arise, what causes it, and how the problem could steer consumers in this particular product.
2 Sources of information
Where consumers want to find more information, consumers may simply enlarge or actively searching information. As more and more information is acquired, consumer awareness and knowledge of the brand and the features available to increase. A company must design its marketing mix to make consumers aware of and know the brand. Companies must identify the source of consumer information and importance of each source carefully.
3 Evaluation of alternatives
How consumers process information to arrive at brand choices. How do consumers evaluate alternatives depend on the personal consumer and situation specific purchase. In some cases, consumers use careful kalkusai adn logical thinking. At other times, the same consumers do evalusai Ganya little or even not evacuate; instead they buy on impulse and rely on intuition. Kadan-sometimes komsumen make their own purchasing decisions; sometimes they ask for advice from friends purchase, consumers guides, or salespeople.
Marketers should study buyers to menmukan in how they actually evaluate brand choice. If they know what is going evaluasia process, marketers can take steps to
Seeing how consumers make purchase decisions. The figure below shows that the buyer decision process consists of five stages: need recognition, information search, alternative evaluation, purchase decision, and post purchase behavior.
1 Introduction needs
The buyer is aware of a problem or need.
There are two stimuli that can trigger needs, namely:
a. Internal stimuli, when one person's normal needs-hunger, thirst, sex-occur at high enough levels.
b. External Rangasangan. For example, an advertisement or a discussion with a friend can make you think of buying a new car.
At this stage, marketers should research consumers to find what kind of needs or problems that arise, what causes it, and how the problem could steer consumers in this particular product.
2 Sources of information
Where consumers want to find more information, consumers may simply enlarge or actively searching information. As more and more information is acquired, consumer awareness and knowledge of the brand and the features available to increase. A company must design its marketing mix to make consumers aware of and know the brand. Companies must identify the source of consumer information and importance of each source carefully.
3 Evaluation of alternatives
How consumers process information to arrive at brand choices. How do consumers evaluate alternatives depend on the personal consumer and situation specific purchase. In some cases, consumers use careful kalkusai adn logical thinking. At other times, the same consumers do evalusai Ganya little or even not evacuate; instead they buy on impulse and rely on intuition. Kadan-sometimes komsumen make their own purchasing decisions; sometimes they ask for advice from friends purchase, consumers guides, or salespeople.
Marketers should study buyers to menmukan in how they actually evaluate brand choice. If they know what is going evaluasia process, marketers can take steps to