Purchase Decision Process

The act of buying is a significant part of everyone’s life. It is such a routine activity that we rarely consider in detail the mental process involved in product purchases. Just what are the steps in the purchase decision? Buyers usually pass through five stage process when they buy a good or service:

  1. Stage 1: Problem Recognition. The buyer recognizes a need, desire, or problem. The marketer tries to determine which needs, desires, or problems stimulate the buyer to begin the purchase process.
  2. Stage 2: Information Search. The buyer collects information about purchase alternatives. The successful marketer knows the sources of buyer information and their relative importance to the buyer.
  3. Stage 3: Alternative Evaluation. The buyer evaluates purchase alternatives in light of various criteria. Since these criteria may differ in each purchase decision, the marketer determines which criteria are appropriate to that decision.
  4. Step 4: Purchase Decision. The buyer selects a product from among the purchase alternatives. Up to this point, the marketer has done as much as possible to influence the buyer to buy his or her product.
  5. Stage 5: Outcome. The buyer experiences some degree of satisfaction with the purchase decision. Knowledge of this satisfaction is crucial to the marketer.

Only when this decision process is understood can an effective marketing program developed. This analysis of the decision process in five distinct stages draws attention to the fact that the buying process begins before the purchase decision is made.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.


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