To buy or not to buy,that is a question...;) That is a choice. That is decision making process;) Which obviously is different everytime and usually is not easy,when you think you have to spend your money...We have to be sure for what we pay, so marketers are trying to learn about us,customers,as much as possible and create a product according to our needs, as something essential, in other words,convince us to purchase.
( http://www.wxyc.org/blog/2007/05/lost-and-found-sound.html )
How many times have you been standing in front of window shop,feeling that you just have to buy that particluar thing, located behind the window? And what is more,do you know what is going on with you in that moment,from the standpoint of science? Common customer is unaware steps,which he or she undertakes during shopping,so as a result some of purchase decision are satysfying and some are not, some are rapid and some long - term.
Kotler's buyer decision process
(http://www.fao.org/docrep/004/w3240e/W3240E05.htm )
Decisions of purchase are often affected by factors like a price, value, brand, available sources, amount of time etc. Especially if we want to buy a gift for someone important for us or for special ocassion, for example friend's birthday.
5 steps :
1. Problem recognition - we have to set what do we really want to buy for her/him. Dress?CD?Flowers?
2.Information search - find place when the product is available, how much does it cost etc.
3.Evaluation of alternatives - need of choice qualities of the product - colour, shape, size etc.
4.Purchase decision - it is perfect gift! I will take it;)!
5.Postpurchase behaviour - all feelings and emotions after purchase ( in this case depends on if our friend was glad or not when she/he received the gift ).
When we get use to buying one brand it is usually hard to decide to try another, because we trust our favourite one. Although perception of the risk is an individual matter, everyone sees it differently. This process describes the Harvard perceived risk model. Tendency to risk varies, according to for example age - adults are less willing to experiment with brands than young people.
If the young man wants to buy a car,he usually wants to have the fast, brand new one, with lots of gadgets, while forty-year father of family would choose safe and functional car for his wife and kids.
Components describing importance and risk of purchase decision are as following:
( http://www.learnmarketing.net/perceptualmaps.htm )
( http://www.wxyc.org/blog/2007/05/lost-and-found-sound.html )
How many times have you been standing in front of window shop,feeling that you just have to buy that particluar thing, located behind the window? And what is more,do you know what is going on with you in that moment,from the standpoint of science? Common customer is unaware steps,which he or she undertakes during shopping,so as a result some of purchase decision are satysfying and some are not, some are rapid and some long - term.
Kotler's buyer decision process
(http://www.fao.org/docrep/004/w3240e/W3240E05.htm )
Decisions of purchase are often affected by factors like a price, value, brand, available sources, amount of time etc. Especially if we want to buy a gift for someone important for us or for special ocassion, for example friend's birthday.
5 steps :
1. Problem recognition - we have to set what do we really want to buy for her/him. Dress?CD?Flowers?
2.Information search - find place when the product is available, how much does it cost etc.
3.Evaluation of alternatives - need of choice qualities of the product - colour, shape, size etc.
4.Purchase decision - it is perfect gift! I will take it;)!
5.Postpurchase behaviour - all feelings and emotions after purchase ( in this case depends on if our friend was glad or not when she/he received the gift ).
When we get use to buying one brand it is usually hard to decide to try another, because we trust our favourite one. Although perception of the risk is an individual matter, everyone sees it differently. This process describes the Harvard perceived risk model. Tendency to risk varies, according to for example age - adults are less willing to experiment with brands than young people.
If the young man wants to buy a car,he usually wants to have the fast, brand new one, with lots of gadgets, while forty-year father of family would choose safe and functional car for his wife and kids.
Components describing importance and risk of purchase decision are as following:
- Finance
- Time
- Performance
- Ego-my feelings in connection with product
- Physical-does it affect my health
- Social-other opinions of society
Marketers also use perceptual mapping to illustrate customer perception. It is a graphic method of presentation customer perceptions about products.
( http://www.learnmarketing.net/perceptualmaps.htm )
Good coverage of allthe main points. You obviously understand the topic
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