Consumer Buying Process

ConsumerBuying Process

Nameof student

Whenevera consumerliftsan itemfrom theshelfandproceedsto payforit,itis usuallyone of thestagesof a deliberatedprocess.Buyingprocessinvolvesthedecisionby a customerto thinkabout a productandselectitfrom otheralternatives(Perner, 2014). Theprocessis alwaysunder theinfluenceof variousfactorsthat should be addressedby marketers. Thebuyingprocessis subjectto changefrom one consumerto another.However,consumersinfluencethebuyingbehaviorof eachother(Gensler et al., 2013). My companydealswith focusgroupsurveysin which wetarget particulargroupsto knowhowtheyfeelabout a certainproduct.In doingthis,weclearlyunderstandthebuyingprocessandforgeour wayin eachof thestages.

Stage1.Problemrecognition

Inthisstage,theconsumeridentifiestheneedto getsomething to addressa problemtheymight be having.Theneedis eitherimmediateorbeinganticipated.Whentheneedarises,theconsumerhas to lookforthatitemthat will adequatelymeethis purpose(Kotler &amp Armstrong, 2012). Asfocusgroupexperts,wewill usethegroupsto identifyanygapsthat might existin themarket.Consumersmay be havinga needforsomething that doesnot exist.Through us, marketingmanagerswill identifyplaceswheretheir productsdonot cover.Stage2.Informationsearching

Buyersalwayslookforinformationrelatedto whattheywantto buy.Productsthat havea broadcoverage in termsof recognitionenjoysignificantsales(Chermatony et al., 2011). Informationabout a productis usuallyavailed to theconsumersthrough mostlythrough advertising(Niazi &amp Hunjra, 2012). Marketingmanagerswill haveto lure us becausewewill gatherinformationabout thevisibilityof the productsin themarkets.In addition, we will investigate whetherthe customers are familiar with the names of these managers. Themanagerswill employtherightadvertisingmeasuresin casetheir productsare not visiblein themarket.

Stage3.Alternative evaluation

Buyersalwaysmakecomparisonsbetween theproductstheyare buying.Themajorfactorthat influencesthechoiceof a productfrom ca closesubstituteis attitude(Tierney, 2009). Itcan eitherbe attitudetowards thecompanyortheproduct.Wewill conductgroupsurveyswill provideinformationabout thegeneralfeelingconsumershaveabout an individualproduct.Themarketers will requireus to gettheinformation.Stage4.Decisionto purchase

Thestageis verycriticalin theprocess.During thisstage,theconsumeris readyto partwith their moneyin exchangeforthebestproduct.Their decisionis affectedby negativecommentsabout theproductfrom othercloseacquaintances(Kotler &amp Armstrong, 2012). Feedback is crucialin thisstage.Positivefeedback will increaseconfidencein buying.Our companywill conducta surveyon whethercertainproductsmettheexpectations of customers.Themarketingmanagerswill haveto courtus to knowwhethertheir productsrespondto their consumers’expectations.Stage5.Postpurchasebehavior

Thelaststagedetermineswhethertheconsumeropt to goforthesameproductagain(Soat, 2014).Our companywill conductresearchon whatconsumershaveto sayabout a productonce theyhaveusedit.Negativefeedbacks will be detrimentalto thesaleof a productif,not addressed.Marketingmanagerswill needour informationto improveon productsthat d not satisfyconsumers.

Inconclusion,themarketingmanagerswill findus imperativein their marketingplan.Wewill be ableto integrateour researchinto thefive stagesof thebuyingprocessandgetcrucialinformation.Themarketers will alsofindus usefulbecausewewill haveextensivecoverage becauseof elicitinginformationfrom a numberof peopleat once.Thesewill makeus securechancesof gettingresearchcontracts.

Reference

Chermatony,L., McDonald, M., &amp Elaine, W. (2011). CreatingPowerful Brands.Butterworth: Boulevard.

Gensler,S., Verhoef, C., &amp Bohm, M. (2013). UnderstandingConsumer Multi choicesAcross theDifferent Stages of theBuying Process. Journalof Research in Marketing, 23(4), 987-1003.

Kotler,P., &amp Armstrong, G. (2012). Principlesof Marketing.Pearson: New York.

Soat,M. (2014). CustomerCartography.American Marketing Association. Retrieved fromhttp://www.marketingpower.com.

Perner,L. (2014). Consumerbehavior:thepsychologyof marketing.USC Marshal: California. Retrieved fromhttp://www.consumerpsychologist.com/.

Tierney,J. (2009, 29 June). Calculatingconsumerhappinessat anyprice.NewYork Times.Retrieved fromhttp://topics.nytimes.com/top/reference/timestopics/subjects/c/consumer_behavior/index.html

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