Buying Process

Buying Process

Buying Process

An organization cannot achieve the goal without understanding buyer behavior. Peoples take various behavioral actions while purchasing goods and services. Marketers can make a successful and effective marketing mix if they understand the consumer's logic and buying patterns, such as how the increase and decrease of quality or prices will affect on sales and customers are eager about quality or price of the items, etc (Gitman & McDaniel, 2009).

When purchasing expensive or new products and services, generally consumer tend to follow the “buying process” that is also deemed as “consumer decision making process” (Lamb, Hair & McDaniel, 2011). This process is comprises of several steps as shown in below figure (Gitman & McDaniel, 2009)

Figure 1 Consumer Buying Process

Marketer needs to understand and consider the whole buying process model, rather than emphasizing only purchasing decision stage (Cant et al, 2007).

Now day's consumers are increasingly using the internet as a way to shop products and services because it is convenient and hassle free way of shopping instead of consuming lot of time in regular markets (Gottdiener, 2000). For examples large online seller Amazon, iTunes, who are providing wide range of online products and services to customers, where customers pay online and download it for example, movies, audios, videos, e-books, journals etc? With regards to iTunes product (example movie) how a marketer will analyze its buying process in its five stage model.

Need Recognition and Problem Awareness

This is the first stage of buying process when a buyer recognizes the need of product or services, this phase is sometimes called problem awareness phase or problem recognition phase (Gitman & McDaniel, 2009). Mainly in western countries, people are more dependent on handheld gadgets such as iPhone, iPad, everything they want on just few clicks. Computer and internet technology is arising ...