Buyer Decision Process

For the consumer, making a decision to purchase a product is not an easy task. They have to collect information from multiple sources, pay close attention to every aspect, analyse all of their possible options, and then make a purchasing decision. In most cases, the consumer must go through multiple phases before making a final decision. Usually, the consumer passes through five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behaviour. The buying process begins before the actual purchase is done.

It is not necessary that the consumer has to complete each of the five steps of the purchasing process because he/she can skip or go back through some steps. This is mostly determined by the type of goods purchased, the consumer’s level of involvement in the purchase, and the amount of money involved. When it comes to purchasing any of the fast-moving consumer items, such as toothpaste, detergents, deodorants, etc., the consumer may skip the information search and evaluation of alternative stages and proceed directly to the purchase decision stage.

Buyer Decision Process

The Buyer Decision Process includes five stages as mentioned below:

1. Need Recognition:

The consumer’s buying process begins with the identification of a specific need or problem. Consumers only look for a solution in the form of a purchase of a good, service, or idea when they come across a problem or need. The problem may be basic, such as the need for food, clothing, and shelter, or it may be something that is encouraged by an outside stimulus, such as a television ad for a new mobile phone or a friend buying a new car. Once a problem has been identified, it must be understood thoroughly. To find a solution, a customer must investigate the root of the problem and identify the main cause that is responsible for it. For this, he must properly identify the problem and its dimensions at the initial stage.

2. Information Search:

When the problem is defined, the search for a solution begins. The consumer may search a variety of possible sources for information. An attempt should be made to identify all sources and acquire as much information as possible so that the possibility of making a mistake can be reduced to a minimum. It is essential for marketers to fully understand the primary information sources for consumers that can impact their (consumers) purchasing decisions. There are numerous sources from which a consumer can get information, which include:

• Personal Sources: The initial and most important source of information may come from family members, friends, neighbours, and acquaintances. It is expected from the consumer that they will speak with all of these people and gather as much information as possible about the answers to their problems.
• Commercial Sources: Commercial advertisements that come at various media platforms, through salespersons, dealers, and distributors, as well as at trade events and exhibitions, are key sources through which a consumer acquires information about the various alternatives available.
• Public Source: The customer can also rely on information from various mass media resources, marketing research organisations, and consumer rating associations.
• Experiential Sources: In some circumstances, a consumer would prefer to try out new items, personally handle them, carefully analyse them, use the sample product, and come to their own decisions.

The consumer can learn about the many features of the product as well as those of the competing brands and their features by gathering information. Thus, it becomes crucial for businesses to learn as much as they can about competitors to position their products as being superior to the consumers.

3. Evaluation of Alternatives:

The customer is required to process the competitive information and make a final value judgment after acquiring information about various brands from the various sources stated above. Every customer has a different evaluation method, and no consumer uses the same method in all buying situations. However, regardless of the situation, buyers evaluate products based on predetermined criteria. They try to rate the different brands based on their desired attributes and brand image before making their conclusions, judgments, and preferences towards the various brands through an attribute evaluation method. Marketers must understand the different attributes that consumers search for when purchasing their goods so that they can include these attributes in their products that meet the consumer’s preferences.

4. Purchase Decision:

The consumer builds preferences during the evaluation stage among the various brands available in the market. A consumer’s decision to acquire, postpone, or avoid a purchase decision is significantly influenced by a variety of factors, including his income level, convenient time, convenient purchase location, and urgency of need. A consumer may have to choose between five different brands when making a purchase decision; for example, What to buy? (Maruti Suzuki Car); Which seller should I choose while buying? (A Motors); How much should I purchase in terms of quantity? (One Swift Car); When should I buy it? (Weekend); and choosing a payment option, that is, How will I pay for it? (A Debit card). Purchases of ordinary goods involve fewer decisions and less thinking.

5. Post-Purchase Behaviour:

The consumer will feel some amount of satisfaction—or dissatisfaction—after purchasing the product. When a product is sold, the marketer’s job does not finish. They must track post-purchase satisfaction, post-purchase behaviours, and post-purchase use and disposal. Marketers need to determine the satisfaction level of the buyers with the purchase. The association between the customer’s expectations and the performance of the delivered goods determines the satisfaction of the buyer. Consumers are disappointed when performance fails to match expectations, satisfied when performance meets expectations, and delighted when performance exceeds expectations. These emotions have a significant role in determining whether or not the buyer will buy the goods again and recommend them to others. Additionally, marketers need to keep an eye on how customers use the product and then discard it to ensure that it doesn’t damage the environment.