There
are stages the consumer goes through during a purchase decision. Problem
recognition is the first stage-the consumer must identify a need. After
recognizing a need, they then begin the information search (internal and external). This could be anything from your recall of
previous brands you’ve used, to looking into company websites and stores
carrying the item you are looking for.
The
Alternative Evaluation stage follows the information search. This is where the consumer clarifies the
information gathered, usually by suggesting criteria to use for the purchase,
yielding brand names that meet the criteria, and developing consumer value perceptions. The next stage, the purchase decision, is when
you are about ready to make the purchase, but still have some choices to make
such as what store and when to buy.
The final stage is the Post Purchase Behavior when you realize the value and compare it with your personal expectations. Are you happy with the purchase?
Comments
Post a Comment