How do consumers make purchasing decisions?

1. ANALYSING
MARKETS

2. THE BUYING DECISION PROCESS

3. FIVE STAGE MODEL

4. PROBLEM RECOGNITION
THE BUYING PROCESS STARTS WHEN BUYER
RECOGNISES A PROBLEM BY INTERNAL OR
EXTERNAL STIMULI

5. INTERNAL STIMULUS
ONE OF THE PERSON’S
NORMAL NEEDS
HUNGER THIRST

6. EXTERNAL STIMULUS
A PERSON ADMIRING FRIEND’S CAR AND PROBABLY
MAKING DECISION TO PURCHASE

7. INFORMATION

8. INFORMATION SOURCES
PERSONAL
FRIENDS AND FAMILY
COMMERCIAL
ADVERTISING
PUBLIC
CONSUMER RATING
ORGANISATION
EXPERIENTIAL
USING THE PRODUCT

10. EVALUATION OF
ALTERNATIVES

11. EXPECTANCY-VALUE MODEL

12. PURCHASE DICISION

13. INTERVENING FACTORS
ATTITUDE OF
OTHERS
POSITIVE
NEGATIVE
PERCEIVED RISC
FUNCTIONAL RISK
PHYSICAL RISK
SOCIAL RISK
TIME RISC

14. POST PURCHASE BEHAVIOUR
DISAPPOINTED
SATISFIED
DELIGHTED

15. POST PURCHASE ACTION
BUY THAT PRODUCT.SERVICES
ARE BEST
+ WORD OF MOUTH - WORD OF MOUTH
NEVER BUY THAT PRODUCT.
SERVICES ARE WORST

16. POST PURCHASE USES AND DISPOSAL

17. SUMMARY
THE TYPICAL BUYING PROCESS CONSIST OF
FOLLOWING SEQUENCE OF EVENTS:: PROBLEM
RECOGNITION, INFORMATION SEARCH,
EVALUATION OF ALTERNATIVES, PURCHASE
DECISION, POST PURCHASE BEHAVIOUR. THE
MARKETERS JOB IS TO UNDERTAND THE
BEHAVIOUR AT EACH STAGE AND MAKE
CONSUMERS SATISFIED.