DECISION PROCESS OF BUYER
BUYER DECISION PROCESS
Even buying decision involves an element of active reasoning.
The manner in which this active reasoning manifests itself is illustrated in
Figure I. In making a purchase decision the consumer goes through the five stages
of:
1. Problem recognition,
2. Pre-purchase information search,
3. Evaluation of alternatives,
4. Purchase decision, and
5. Post purchase behaviour.
However, in case of routine purchases, the consumer may skip the
second and third stages and straight away go to the stage of purchase decision.
But in case of purchase decision involving extensive problem solving, the
consumer is likely to go through all the five stages in the specified sequence.
