stages of the consumer buying decision process

stages of the consumer buying decision process

What are the five stages of the consumer buying decision process? How can you use this information to your advantage as

 

The five stages in the of the consumer buying process according to Kerin and Harley (2016) are:

  • Problem recognition, “perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision” (p. 88)
  • Information Search: searching for information for decisions making through internal and external processes
  • Alternative Evaluation: “clarifies the problem for the consumer by (1) suggesting criteria to use for the purchase, (2) yielding brand names that might meet the criteria, and (3) developing consumer value perceptions” (p. 89)
  • Purchase decision: evaluating the two-final decision” from whom to buy and when to buy” (p. 90)
  • Post Purchase behavior: “product, the consumer compares it with his or her expectations and is either satisfied or dissatisfied” (p. 90)

Kerin, R. A., & Hartley, S. W. (2016). Marketing: The core (6th ed.). Boston, MA: McGraw-Hill. ISBN-13: 9780077729035