Consumer Buyer Decision Process

Jun 21st, 2015
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How customers make their purchase decision is a very important issue for a companies marketers. It can bring numerous influences to companies for establishing an appropriate marketing strategy. Therefore, the research of each stage of buyer decision process is relevant for all the marketers.

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Marketingindividualassignment:Tableofcontentxxxxxxxxxxxxxxxx1.0 Consumer Buyer Decision ProcessIntroductionHow customers make their purchase decision is a very important issue for acompanies marketers. It can bring numerous influences to companies forestablishing an appropriate marketing strategy. Therefore, the research of each stageof buyer decision process is relevant for all the marketers. A researchers point outthat the setting up of buyer decision process model can help managers to understandand forecast consumer behaviors, and thereby they can make effective decision forproviding more acceptable offers to customers. Kotler, Brown, Burton, Deans andArmstrong (2010) also hold the same view and state that there are five main steps ofbuyer decision process, as drawed in Figure 1. Firstly, consumer decision processstarts from realizing to distinguish factual state and desired state (problemrecognition), and then seeking useful information to solve the problem (informationsearch). Next evaluating and examining the information (evaluation of alternatives) ,making the final decision on what to purchase (purchase decision) and lastlyfeedback on the item purchased (post purchase behavior). The figure suggested thatconsumers pass through all five stages with every purchase. But in reality purchases,consumers often skip or reverse some of these stages. However, we use the model infigure 1 because it shows all the considerations that arise when a cons

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