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CONSUMER BEHAVIOUR: BUYING DECISION PROCESS
We are still using the Solomon manual Consumer Behaviour, an European Perspective.
You can get the slide presentation by cliking here: BUYING DECISION PROCESS
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Buying decision process |
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Problem admission Information search Evaluation of alternatives Product choice Outcomes |
PROBLEM ADMISION
This is the problem of acknowledgment of the truth of something
INFORMATION SEARCH
Product searching is the activity of looking in order to
find something that can fill up the gap betwen needs and its satisfaction
EVALUATION OF ALTERNATIVES
Now, is the moment to determinate whether one or more products is the best filling our gap up.
PRODUCT CHOICE
Be the best product in the last sense doesn´t means to be purchased The final decision is under the influence of many other factors: placement, promotion, supervised decicion, random facors, etc
OUTCOMES
Is the consumer feelings and experiences during the use
of a product or service. It's very important and so dificult to know the
consumer satisfaction levels. In fact, more than 80 % insatisfasted clients
never tell us nothing about this.