Consumer Buying Process Recognition of Need and Survey Questions Paper

timer Asked: Mar 29th, 2019
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Question Description

Specifically, the following critical element must be addressed (1-2 pages double spaced):

I. Describe the stages of the consumer buying process that lead to a purchase decision and examine how an understanding of these stages informs a company’s marketing campaign.

II. Create 8 to 10 survey questions that target a specific market segment for a consumer product, and describe how the survey will be conducted.

Tutor Answer

School: UCLA


The Consumer Buying Process

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The consumer buying process constitutes of the steps that customers undergo prior
making the decision to purchase a product. The standard consumer buying process constitutes of
the following stages: recognition of the need, search of information, evaluation and analysis of
available choices, purchasing of the product, and evaluation post purchase (Cunningham,
Gerlach, Harper & Young, 2005).
Step one: need and want recognition
In order for a customer to purchase an item, they must recognize what they need or want.
A need is an integral product that an individual must obtain in order to satisfy the need. For
example, people need water for survival. On the other hand, a want is a product that a person
desires but is not essential (Frambach, Roest & Krishnan, 2007). For instance, a person might
need water to quench their thirst. Needs and wants are occasionally rising people encounter
problems or in other cases when people are influenced by marketing strategies such ...

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