Lectured by Sugiharto, SH. MM
Post purchase
Evaluation
Search of
Information
Problems
recognition
Purchasing
Behaviors
Alternative
Evaluation
5-stages Decision Making
Process in any Purchase
However, in more routine purchases,
customers often skip or reverse some of
the stages.
(Routine Purchase) For example, a student buying a favorites
hamburger would recognize the need (hunger) and go right
to the purchase decision, skipping information search and
evaluation
The Buying process starts
with need recognition
If the need is strong and
there is a product or service
that meets the need close to
hand, then a purchase
decision is likely to be made
If Not the process of
information search
begins
A customer can obtain
information from several
sources:
The usefulness and
influence of these sources
of information will vary by
product and by customer.
Research suggests that
customers’ value and
respect personal sources
more than commercial
sources The challenge for
the marketing team is to
identify which information
sources are most
influential in their target
markets.
Marketers spend millions of dollars trying
to understand why people buy products
and services. Sometimes it seems that
there is no reason for a purchase, but in
reality there is always a reason
Many factors are involved in a customers'
buying decision, any one of which can
become the deciding factor, such as:
Conspicuous consumption:
Snob effect: Desire to buy something
nobody else has; preference for buying
increases with rarity or scarcity
Snob Effect
Bandwagon effect: Desire to buy something
everybody else is buying; preference for buying
increases with perceived popularity.
Bandwagon effect
Economic:
To enhance their lifestyle or to fulfill two of
Maslow's needs: physiological (food, shelter)
and Safety and Security
c
ic
Psychological- This is the study of how people interact with their
environment, products are consumed to enhance their well being