Buying Decision Process - Consumer Buying Behaviour, Marketing Management Video Lecture | Marketing Management - B Com

decision-making process how consumers
make buying decision do you know what is
decision-making process to know how
consumers make buying decision oh stop
it I'm thirsty let's get something to
drink from corridor you talk too much
thanks God for the first time you asked
something to drink
my treat so what do you want to drink
water soft drink cocktail beer wine
I'd like a coke one coke coming up
here you go
now I'm feeling better so where were we
we were oh wait a minute
sorry so where were we Eric where are
you I'm here I hate you and your burp
I'll never buy you a drink again I
promise okay
I'm sorry please I really need to learn
that topic so where were we
how consumers make buying decision so
how they do that let's recall why did
you drink Coke you asked me what did I
want to drink not this one go to the
initial stage why did you want to drink
oh stop it
I'm thirsty oh yeah I was feeling
thirsty first of all you recognize a
need I'm thirsty then you search
information you already have to drink
water soft drink cocktail beer or wine
you evaluate alternatives in your mind
and after a moment's thought you ask for
the brand coke this is called
decision-making process to know how
consumers make buying decision now let's
discuss it in greater detail with more
examples
first of all consumers recognize the
need then they go for information search
to collect alternative so that they can
evaluate the alternative then they make
decision of what they buy
finally they evaluate again after buying
whether their decision of buying
specific brand satisfy them or not for
example consumer thinks I need a car
which is safe for my family so he goes
online for search or asks a friend for
cars offer safety after information
search consumer collected list of brand
to evaluate that which brand satisfies
my need of safety Volvo Toyota Lexus or
Ferrari after evaluating consumer makes
decision to buy Volvo as he found it's a
safest car and satisfy his need and then
finally after buying and experiencing
the brand consumer observes whether
Volvo is really a safest car or not what
others are saying about my decision of
buying Volvo
when Volvo's new model arrives consumer
decide whether to buy the Volvo brand
again or not based on his post by a
value
or experience he will buy again if he's
satisfied here's another scenario
sometimes consumers pass through all
decision-making process sometimes they
don't and jump directly to buying a
brand just after need recognition for
example when brands are famous in its
category consumer buy passes all of the
stages first of all he thinks of his
need and then buy the top brand already
exists in his mind here's the cash did
you notice first of all you think of the
category and then you ask for the brand
yeah consumers also think the same way
they think of the category and then
translate that category into brand name
to tell what exactly they would like to
have this is also the major reason why a
brand stand for something in the mind of
consumers it can be achieved to
positioning concept we learned in
previous meetings world's top branding
expert Al Ries and Laura Ries wrote in
their famous book war in the boardroom
the brand is the visible face of the
category but the consumers first
decision is the selection of the
category the brand always follows that
choice consumer think categories but
they frequently express their category
choices in terms of brands it might seem
like the brand is a dominant decision
when it's not here's the summary of
today's topic one marketers need to
understand the decision making process
to consumers loved category not brand
that's why they think of a category
first and then brand second three
marketers should also focus on creating
a new category first and brand second
next episode why to create the category
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