Stages of the Consumer Buying Process?

There are a total of Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages when determined by the degree of complexity.

1. Problem Recognition (awareness of need)- This is difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat.

2. Information search- This includes Internal search, memory and External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources, comparison shopping, public sources etc.

A successful information search leaves a buyer with possible alternatives,

The evoked set- "Hungry, want to go out and eat"

Evoked set will be-

• Chinese food

• Indian food

• Burger king

Evaluation of Alternatives- Needs that establishes criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives search. This may decide that you want to eat something spicy, Indian gets highest rank etc.

Purchase decision- Involves to choose buying alternative, which further includes product, package, store, method of purchase etc.

Purchase- May differ from decision, time lapse between purchase decision and purchase, and the product availability.

Post-Purchase Evaluation- This is the outcome which further includes Satisfaction or Dissatisfaction.

Cognitive Dissonance- Cognitive Dissonance says that have you made the right decision or not. This can be reduced by warranties, after sales communication etc.

"After eating an Indian meal, A person may think that what really he/she wanted a Chinese meal instead."

Hence for a successful consumer oriented market service provider should work as psychologist to procure consumers. By keeping in mind affecting factors things can be made favorable and goal of consumer satisfaction can be achieved. Study of consumer buying behaviour is gateway to success in market.