Five Types Buying Decision Process Paper

Problem recognition or need recognition.

Information search.

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Evaluation of alternatives.

Purchase decision.

Post-purchase evaluation

Problem recognition or need recognition: Before the customer thinks about purchasing a product, he/she must have the thought of purchasing a long before actual purchase. Here, the consumer gets to know about his/her actual state of purchasing mind and desired state of purchasing mind. There are two types of stimulation that arrive from the human being: internal stimuli and external stimuli. The internal stimuli are very basic needs such as, hunger, sex, and level of growth, whereas the marketer does not put effort into analyzing the consumer’s state of mind. In contrast, the external stimuli are the second step directed by the internal stimuli, for example, if a person is in hunger. He/she needs food, and this food is the second part where the marketer is involved in this part. Information search: The second stage in buying decision process is searching the information about the product. How efficient the customer is involved in searching stage the information could get very ease, which helps to get a strong feeling about to purchase as well as the consumer get more confidence to buy, there are four sources by which customer gets information about a product to buy, such as, a confidential sources, commercial source, public source, and experimental source. Evaluation of alternatives: After getting all information from the search of information stage, the customer evaluates all the alternatives and chooses the best option to buy the goods. The selection is made based on the product’s attributes, the degree of importance, belief in the brand, satisfaction, etc., to choose correctly. This evaluation is done differently based on customer choice of need and their level of expense upon the product. Purchase decision: Here, the customer gets ready for the purchase action. After researching alternatives, the product is to select based on their preferences and choices. Usually, customers get impact by society in various ways, so the purchasing decision is based on two factors: the attitude of the other people and unexpected situations. Finally, the customer purchases the product according to the expected range of the price and expected product benefit. Post-purchase evaluation: This process is completely based on the cognitive nature of the customer, so it falls under the satisfaction and dissatisfaction from the purchasing behavior. This evaluation is not for current purchases instead for future purchases. If the outcome of the product brings satisfaction, then the customer may lead these purchases for future purchases; otherwise, the customer will quit the purchases. This cognitive method effectively connects with the customer’s emotions, beliefs, satisfaction, happiness, etc. All the emotional factors come under this.

Things that Influence Buyer Decisions
Social proof: Here, the customer behaves according to the society, whether the action is known or unknown, follow the step of the society.

Anchoring: The customer gets the information at a secondary lane, such as the seller describes the price as low from the actual price, but that’s not true.

Reciprocity: Here the reciprocity is worked out psychologically, whereas the marketer gives a free demo to the customer. Commitment and consistency: The commitment and consistency behavior come from previous marketer behavior toward the buyer. This commitment and consistency start from the bonding between sales representatives and customers.

Other Marketing Psychology to Influence Buyer Decision
Mere exposure effect: This acts according to the familiarity principle, the more familiarity increases with something that product is bought more often. The paradox of choice: A broader variety of options and product variants are available here. As a result, the buyer becomes perplexed, and the decision process becomes tiresome, the customer eventually opts for the standard product. Pygmalion effect: The marketer uses this tactic for the buyer. They indirectly stimulate the customer choices that are only suitable for higher standards, and the customer attains high-cost products.

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