BUYER BEHAVIOR

Buyer Behavior

Buyer Behavior

Purchase Decision Process

Behind the visible act of buying something, this process important decision that should be investigated. It's called buying decision process to the stages through which it passes to the buyer decide to purchase products and services. This process includes the following five steps:

Recognition of the problem: a perceived need. Recognition of the problem is to perceive a difference between ideal and actual situation of the person enough to generate a decision. In marketing, advertising or sellers can initiate the purchase decision of consumers by showing the weaknesses of competing products (or products they currently have) (Dibb, 2001).

Finding information: search for value. After recognizing the problem, the consumer begins to search for information, which is the next stage of the buying decision process. First, it searches its memory has had experiences with products or brands action called inner search. The primary sources are: personal sources (family and friends) from public (product evaluation organizations as the "Consumer Magazine") and the marketer-dominated sources (sales representatives, print advertising, websites, etc).

Evaluation of alternatives: search for value evaluation. The information search stage clarifies the problem to the consumer, this to: generate criteria for use in the purchase, provide brand names that could meet these criteria and lead to perceptions of value in the consumer.

Purchase Decision: Buying value. After analyzing the evoked set options, the consumer is almost ready to make the purchase decision. Only two issues remain to be determined: where to buy and when to buy. The decision of which supplier to buy cover aspects such as conditions of sale, shopping experiences with the vendor in question, return policy, etc. Often the decision to purchase simultaneously evaluates product attributes and characteristics of the provider.

Decide when to buy is something that often depends on several factors. For example, could undertake it more quickly if one of your favorite brands is on offer or the manufacturer provides reimbursement. Use of the Internet to gather information, evaluate options and make purchasing decisions adds a technological dimension to the process of purchasing decision of consumers (Abratt, 1993).

Post-purchase behavior: the value of consumption or use. After purchase, consumers compare it against your expectations and are satisfied or dissatisfied. In the first case the customer is dissatisfied, one might require a change in product design, while the second is possible that the advertising company or the seller have exaggerated speech of product characteristics.

The sensitivity to the experience of consumption or consumer use is very important in consumer perception of value. Satisfaction or dissatisfaction affects communications and repeat purchase behavior of consumers. Buyers complain dissatisfied with nine others. In addition, satisfied customers tend to buy with the same provider whenever there is a chance to purchase. The economic effect of repeat purchase behavior is significant, to the extent that large companies focus their attention on the behavior post-purchase, to optimize customer satisfaction and retention as such. These activities generate post-purchase repeated communications between consumers and contribute to the formation of relationships ...