The Buying Process

The Buying Process

The buying process in consumer decision making process is a step by step process that includes the psychological and behavioral influences of the consumers. The psychological aspects influence the decision and buying process of the customers. The sequential process includes the need recognition, pre purchase search and the evaluation of alternatives by the customers after the purchase of the product or service (Schiffman & Kanuk, 2010).

Need Recognition

Te need recognition process occurs when the consumers are seemed to be having the problems with some processes in their daily life. The manufacturers and business identify such problems and then create a product that could best suit the customer and helps them in carrying out different process of their daily life. For example, a customer works as a manager in a restaurant and he is the part time owner of the restaurant. The restaurant is located in other location than his home. The person uses desktop computer in his office that is the restaurant and a desktop at home. The desktop computer is difficult to carry along during the transit and the person faces problem in maintaining the data and other office work. This situation leads to the need of a laptop computer because of its portability and less acquiring of the space by the laptop than the desktop computer.

The marketers and researchers of marketing tend to identify the needs of the consumers and they satisfy the needs and wants through the development of new and innovative products. The consumers also identify their needs and invest time in gathering the information and searching for the product that could provide ease and satisfaction to them. This step is also considered as problem recognition stage and it is crucial aspect of buying process. People tend to buy things based on ...