Buying Decision Process

The act of purchasing is the only perceptible element in the buying decision process that is complex. This process also helps consumers to make quality decision in purchase.

Step one

            Identifying the need is the first step to take in the decision process.  This is because, if there is no need, the purchase is not necessary. This need is the difference between the desired status of the consumer and the actual status (Pride & Ferrell, 2010). The item of purchase comes to fill in this gap.  For example, the ability to reach a destination by car is 20 minutes and four hours in transit. The desire to save time is the need for the purchase.

Step two

            After identifying the need, the consumer is required to search information about the potential solution she or she has (Pride & Ferrell, 2010). The intensity of the search is determined by the complexity of the choices. For example, purchasing sugar requires limited information than buying a car. This will help the consumer locate the item of purchase from different suppliers and any other information related to it.

Step three

            After information is gathered, the consumer then takes time to analyze the different solutions and assesses the one that suits the needs most. In this case features and functionality are also evaluated alongside brand and value (Dibb & Simkin, 2008).

 

 

Step four

            The consumer has now identified the product of choice and is required to decide on whether to purchase it or not (Dibb & Simkin, 2008). For instance, if the consumer has decided to buy a Mercedes X5 car, then they go the seller and purchase the car.

Step five

            This comes after the product has already been purchased. The consumer then evaluates whether the product has served its purpose and solved the need (Dibb & Simkin, 2008). They will also consider if they made the right decision or not. This helps to influence future decision of purchase.

Importance of the buying decision process

The process is of great importance o customers because it enables the consumers to be able to purchase the right quality products as it enables them to search information about the products (Pride & Ferrell, 2010). It also helps people to avoid impulse buying as before purchase decision process is critical. 

 

 

 

 

 

References

Pride, W. M., & Ferrell, O. C. (2010). Marketing. Australia: South Western Cengage Learning.

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Dibb, S., & Simkin, L. (2008). Marketing planning: A workbook for marketing managers.            London: South-Western Cengage Learning.

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