FratFiles

• Save Paper

How do customers buy?

Research suggests that customers go through a five-stage decision-making process in any purchase.

This model is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice!)

The model implies that customers pass through all stages in every purchase. However, in more routine purchases, customers often skip or reverse some of the stages.

For example, a student buying a favourite hamburger would recognise the need (hunger) and go right to the purchase decision, skipping information search and evaluation. However, the model is very useful when it comes to understanding any purchase that requires some thought and deliberation.

The buying process starts with need recognition. At this stage, the buyer recognises a problem or need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to a......

View the rest of this paper...

Approximate Word Count: 642
Approximate Pages: 3 (250 words per double-spaced page)

Similar Essays

1. Consumer Buying Behaviour
   

   Consumer Buying Behaviour A Report On CONSUMER BUYING BEHAVIOUR IN SMALL CAR MARKET Submitted to: Prof. Dr. Somnath Chakraborty Faculty (Marketing Management II) Institute of

2. Consumer Buying Behaviour
   

   Consumer Buying Behaviour What Is Personality The inner psychological characteristics that both determine and reflect how a person responds to his or her environment Personality

3. Consumer Buyer Behaviour
   

   Consumer Buyer Behaviour Introduction Possibly the most challenging concept in the marketing is to deal with understanding the buyer behaviour. Consumer Buying Behaviour refers to

4. Consumer Buying Behaviour
   

   Consumer Buying Behaviour How do customers buy? Research suggests that customers go through a five-stage decision-making process in any purchase. This model is important for

5. Consumer Behaviour
   

   Consumer Behaviour 1.0 Introduction As a marketers it is extremely important that we understand the choices of consumers. No two individuals are alike and our experiences and