Consumer buying process

We buy certain products immediately without much consideration. Right? But this is only when we think of some cheaper products (say items of daily consumption). But do we buy expensive items like this? For example will I buy a laptop instantly without any consideration? Surely,No. Usually the one who wants to purchase a product passes through five distinct stages. In this guide we will look at these stages in detail which collectively form Consumer buying process.

Let's get in

1.Problem recognition

This is the first stage when you recognise the deprivation of product that can fulfill your needs. Consumers always become aware of needs through realisation of deprivation. But in real sense the 'marketer' is the hero who makes consumer aware about this particular need through his promotional strategy. (Because He makes the consumer aware and creates interest of consumer in his product or service). {see AIDA model}.

A need can be realised with the help of internal or external stimuli.

Internal stimulus means stimulus which comes from inside you. You realise that yes, I should have it my inner soul has demanded it. For example for food voice comes from inside you to have it since you are hungry. External stimuli are changes to what our body sensors detect. For example you, standing on the shop and get attracted by a big teddy and finally purchase it. Do you really need it? No. Then why are you going to buy it? This may be possible shopkeeper has represented it in such a manner you are bound to buy it. 

2.Information search

Once the need is aroused the behaviour of consumer will lead towards collection of information about product for further processing and decision making. Hence the consumer will try to gather more information about the product,its attributes ,quality and outlets from where this product is available etc. For example you want to buy a mobile phone you will pay attention towards mobile advertisements and you will keep the remarks made by your friends and Associates about it in your mind.Information can be collected from both internal sources and external sources as well. In case of internal sources consumer will search the information from his 'memory box'(as he has done many searches for this product). 

If no information is available then he will move to external sources.

External source is categorised into the following groups-

A.Personal-  Neighbours,friends,family,peer group etc.

B.Commercial-Dealers ,sales force of the company, salesman, etc.

C.Public-Mass media,consumer rating Agencies,etc.

D.Experimental-Examining,using the product,etc 

3.Evaluation of the alternatives 

Actually in this stage the consumer allocates the relative value weights to the different products/brands on the basis of his gathered information and draws conclusions which product is going to give satisfaction to his needs. Means,at this stage the consumer will evaluate each brand available in the market. For example if I am getting a mobile phone for ₹5000 and at another shop i found that another mobile phone with same features, attributes,functions etc is being sold at just ₹2500. Obviously i will go with that alternative option. In simple words i will choose the best option among all available options.

4.Purchase Decision

Now finally the consumer has arrived at a Purchase Decision. It can be of three types.

A.No buying- Means the consumer has denied purchasing this product now.

B.Postponement- Consumer will buy this product later.

C.Buy now- Consumer has become ready to purchase the product. 

Purchase decision is actually a consumer's commitment for a product.When the consumer has decided to make a purchase his post purchase behaviour is ready to come in next stage.

5.Post purchase behaviour

This is the final stage of the consumer buying process. It refers to the consumer's behaviour after commitment to product has been made. It is originated from consumer's experience regarding the product and is expressed only in terms of the satisfaction.

This tells us about whether the product he has purchased is able to match his expectations or not.  He is satisfied only if it matches with his Expectations if it occurs the consumer wil spread the positive remarks about the product, motivating others to purchase the same product or brand which in turn will give the benefit to the company of the product. But if the product's performance Falls short of his Expectations he will not purchase it again and will stop others too from purchasing this product/brand/service which in turn will be the loss for the company.