Concept explainers
To think: The buying process that Person X follow and the factors that influence the decision on a major purchase that was recently made by Person X.
Introduction:
The purchasing behavior of the households and the individuals for their personal consumptions are known as the consumer buying behavior. Thus, the individuals and the households are known as the final consumers.
Explanation of Solution
The five stages of the consumer buyer decision process are as follows:
- 1. Need recognition
- 2. Searching for the information
- 3. Evaluating the alternatives
- 4. Taking decision regarding the purchase
- 5. The
behavior of the consumer after the purchase
Person X went through the five stages of the consumer buyer decision process in his recent purchase. The first stage of the process is the need recognition in this stage Person X must recognize the need or the problem.
After identifying the need or a problem, he may then gather the information from numerous sources that may include commercial sources, personal sources, experiential sources, and public sources.
Person X must identify the best alternative after gathering the information in order to select the brand choice. In general the purchase decision of the consumer is always to purchase the most branded choice.
After the product purchase, Person X may be satisfied or dissatisfied about the product and he will engage in the postpurchase behavior. Majority of the purchase may result in cognitive dissonance or a discomfort that may be due to the postpurchase conflict.
The major factors that influence Person X’s decision are the economic factor, psychological factor, and functional factor.
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Chapter 5 Solutions
Marketing: An Introduction (13th Edition)
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