BUYER DECISION PROCESS

Consumer Buying Roles

Each person within a group (e.g. family) has a certain (or many roles) role in carrying consumptive responsibilities. For example, Pepsi marketed to mums (buys & decides for Kids).

• Initiator – first thinks of or suggests the idea (e.g. run out of cereal)
• Influencer – persons views & opinions carry weight in the final decision (e.g. Dr. Dietary Requirements)
• Decider – makes any part of the buying decisions (whether to buy, what, how & where)
• Buyer – makes the actual purchase
• User – consume the good or service

Types Of Consumer Buying Decisions

• Routine Response Behaviour - Buy 1st, evaluate later, quick decisions, little involvement, frequently low cost goods (pen)
• Limited Decision Making - Low involvement, moderate cost goods, evaluation of a few brands, short decision (clothing)
• Extensive Decision Making - High involvement, high cost of goods, evaluation of many brands, lengthy decision (house)

Buyer Decision Process

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1. Need Recognition – problems recognised when people sense a difference between actual & desired states

   • Triggered by internal stimuli (drive) or external stimuli (advertisement)

2. Information Search – may or may not - depend on urgency/drive. Personal sources more influential than commercial
3. Evaluation of Alternatives – compare product attributes with alternatives (weight each attribute according to need, belief)
4. Purchase Decision – buy or not buy - attitudes of others & situational factors may change purchase intentions
5. Post-Purchase Behaviour – satisfied? comparing products expected performance against perceived performance received

   • Cognitive Dissonance – discomfort cause by post purchase conflict - losing benefits that other products provide
   • Satisfaction = relationship with customer