Description
Analyze a recent purchase you made of a durable good (durable goods are goods that don't wear out quickly or those that have a lifespan of more than three years - computers, cars, mobile phones, kitchen appliances, etc.)
Write a 1,050- to 1,400-word paper in which you review the steps that you took in making this purchasing decision.
Base your review on the following six steps in the consumer decision process:
- Problem recognition
- Information search
- Alternative evaluation
- Purchase
- Use
- Evaluation
Answer the following questions in your paper:
- How many of these stages did you go through?
- Which stage(s) in the purchasing process was/were most important to you?
- If you skipped certain stages, what marketing or previous experience influenced you to skip this stage?
- What could the selling organization have done more effectively from a marketing standpoint to help you move through these stages?
Explanation & Answer
Attached.
Running Head: CONSUMER PURCHASE PROCESS
Consumer Purchase Process
Institutional Affiliation
Date
1
CONSUMER PURCHASE PROCESS
2
The buying process involves a systematic breakdown of events that a customer takes
before making the final decision. Organizations involved have to take the appropriate steps
towards providing a systematic analysis that will get the buyer interested until he makes the final
purchase and comes back for more. Six stages influence the successful completion of the
process, and each emphasizes a unique interaction between the seller and the buyer. I managed to
successfully find the appropriate phone to fit my needs and purchased it from the supplier,
through which I experienced the stages and learnt a lot of lessons from them.
My experience with the consumer purchase process follows a recent experience I had
when buying the latest phone from Apple, iPhone 11. I went through most of the stages in my
buying process, and that influenced my final decision. I started with the problem recognition
from the intensive marketing that the iPhone 11 has conducted since they released the product.
The marketing and PR from the organization are top-notch and the reason why I settled on this
brand and not any other. I then went through information search from different sources to get
enough details about the product besides the one from the company (Gensler, Verhoef & Böhm,
2012). That happened through reviews from online consumers on the company’s website,
endorsements ...
Review
Review
