Buying Decision Process - Consumer Buying Behaviour, Marketing Management | Marketing Management - B Com PDF Download

Consumer Buying process
Simply, we can define the term as: Consumer buying process consists of sequential steps the consumer follows to arrive at the final buying decisions. Mostly, consumers follow a typical buying process. Marketer must know how consumers reach the final decision to buy the product. According to Philip Kotler, the manager can learn about the stages in the buying process through four methods. Each method gives hint regarding the steps in the consumer buying process.

According to Philip Kotler, the typical buying process involves five stages the consumer passes through described as under:

1. Problem Identification:
This step is also known as recognizing of unmet need. The need is a source or force of buying behaviour. Buying problem arises only when there is unmet need or problem is recognized. Need or problem impels an individual to act or to buy the product.
Buyer senses a difference between his actual state (physical and mental) and a desired state. The need can be triggered by internal or external stimuli. Internal stimuli include basic or normal needs – hunger, thirst, sex, or comfort; while external stimuli include external forces, for instance, when an individual watch a new brand car, he desires to buy it.
Marketer must identify the circumstances that trigger a particular need. He can collect information from a number of consumers regarding how stimuli spark an interest in products. Based on information, he can develop marketing strategies to trigger consumer interest.

2. Information Search:
Interested consumer will try to seek information. Now, he will read newspapers and magazines, watch television, visit showroom or dealer, contact salesman, discuss with friends and relatives, and try all the possible sources of information.

Mostly, the consumer can try one or more of following sources of information:
 i. Personal Sources:
They may include family members, friends, package, colleagues, and relatives.

ii. Commercial Sources:
Advertising, salesmen, dealers, package, trade show, display, and exhibition are dominant commercial sources.

iii. Public Sources:
Mass media (radio, TV, newspapers, magazines, cinema, etc.), consumer- rating agencies, etc., are main public sources.

iv. Experimental Sources:
They include handling, examining, testing, or using the product. Selection of sources depends upon personal characteristics, types of products, and capacity and reliability of sources. Each information source performs different functions in influencing buying decision. By gathering information from relevant sources, the consumer can learn about different products and brands available in the market.

Note that consumer will not collect detail information on all the brands available in the market. He scrutinizes all the brands in sequence, like total (brands) set to awareness set to affordable set, and to choice set. Consumer collects information only on limited brands, say, choice set.

Marketer must try to get his brand into the prospects’ awareness set and choice set. Moreover, the company should identify sources and their relative importance. Company must ask the consumers regarding types of sources they exercise. They can elicit valuable information about sources they normally use and their relative value. On that basis, effective communication can be prepared for the target market.

3. Evaluation of Alternatives:
In the former stage, the consumer has collected information about certain brands. Now, he undergoes evaluation of brands. He cannot buy all of them. Normally, he selects the best one, the brand that offers maximum satisfaction. Here, he evaluates competitive brands to judge which one is the best, the most attractive. Evaluation calls for evaluating various alternatives with certain choice criteria.

Following criteria are considered while evaluating alternatives:
i. Benefits offered by the brands
ii. Qualities, features or attributes, and performance
iii. Price changed by various brands
iv. History of brands
v. Popularity, image or reputation of brands
vi. Product-related services offered by the brands, such as after-sales services, warrantee, and free installation
vii. Availability of brands and dealer rating.

Different criteria are used for different products. For example, if a person wants to purchase a motorbike out of Enfield Bullet 350; TVS Victor, TVS Centra, Suzuki Ferro; Hero Honda Spender, Ambition, and CBZ; Kawasaki Bajaj Boxer, Pulsar and Caliber; LML Freedom, etc., he will consider following criteria:

i. Price
ii. Pick-up and performance
iii. Facilities and comfort
iv. Gear-transmission system
v. Get-up/appearance
vi. Speed per hour
vii. Average per liter petrol
viii. Maintenance costs
ix. Image, status and novelty
x. Safety
xi. Resale value
xii. Services, guarantee, warrantee, etc.

The brand that meets most of the above conditions reasonably is more likely to be preferred. Marketer should highlights superior features of his brand. Some companies also advertise comparative table to help consumers evaluate various brands. For example, Yamaha, Maruti, and Hyundai provide comparative table in newspapers to show how the bike/car is superior to other brands.

4. Purchase Decision:
This is the stage when the consumer prefers one, the most promising band, out of several brands. The former stage helps consumers evaluate various brands in the choice set. The brand that offers maximum benefits or satisfaction is preferred.

Simply, the most attractive brand, that can offer more benefits in relation to price paid, is selected by comparing one brand with others. Comparison shows superiority/inferiority of the brands.
Now, consumer makes up his mind to purchase the most preferred brand. However, three factors further affect whether buying intension result into actual purchase. More clearly, the consumer’ decision to avoid, modify, or postpone a purchase decision is influenced by these factors.
The first factor is attitudes of others. The impact of other persons’ attitudes depends on degree of their negative attitudes toward the consumer’s preferred brand, and consumer’s degree of compliance with other persons’ wishes.
The second factor is unanticipated situational factors. Purchase intension may change due to certain unanticipated situational factors like price hike, loss of job, family income, major medical expenses, non-availability of the preferred brand, or such similar factors.
The third and the last factor is consumer’s perceived risk. Degree of risk depends on price, attribute uncertainty, entry of a new superior product, and his self-confidence.

Sub-decisions in Purchase Decision:
 Consumer’s buying decision involves following five sub-decisions:

i. Brand Decision:
For example, CBZ (model) motorbike of Hero Honda.

ii. Vender Decision:
For example, XYZ Hero Honda Showroom.

iii. Quantity Decision:
For example, one motorbike.

iv. Timing Decision:
For example, on 1^st December, 2007.

v. Payment Decision:
For example, by cash.

5. Post-purchase Decisions:
Consumer buys the product with certain expectations. Though he decides very systematically, there is no guarantee of a complete satisfaction. There is always possibility of variation between the expected level of satisfaction and the actual satisfaction. His subsequent behaviour is influenced by degree of satisfaction/dissatisfaction.

Marketer must monitor the post-purchase experience of the buyers that includes:
a. Post-purchase Satisfaction
b. Post-purchase Action
c. Post-purchase Use and Disposal

Post-purchase Satisfaction:
Actual satisfaction may not be equal to the expected one. He may find some problems or defects in the product while using. It is the matter of interest for marketer to know whether consumer is highly satisfied, somewhat satisfied, or dissatisfied. Consumer’s satisfaction is the function of the relationship between expected/perceived performance (expectations) and actual performance.
The larger the gap between expectations and performance, the greater the consumer’s dissatisfaction will be. The consumer is satisfied when product meets or exceeds all the expectations and vice versa. If he is satisfied, he buys the product again, and talks favourably. In order to minimize the gap between expectations and performance, the seller must not exaggerate the product benefits; must make truthful claim of product’s likely performance.

Post-purchase Action:
Obviously, level of the consumer’s satisfaction with the product affects his subsequent behaviour/action. If he is satisfied reasonably, he purchases the product again, and talks favourably to family members, friends, relatives, and co-workers.
That is why marketer says: Our best advertisement is a satisfied consumer. Quite opposite to it, dissatisfied consumer responds differently. He may abandon product, complain to the company for compensation, resort to the court and warn other organisations, friends, relatives and co-workers to avoid product. The task of marketer consists of taking certain steps to minimize amount of consumer’s post-purchase dissatisfaction.

Dissatisfaction can be reduced by:
1. Congratulating consumers for the right choice to justify their decision
2. Sending booklet to guide for effective use of the product
3. Inviting suggestions from consumers
4. Managing complaints by effective counseling and after-sales services
5. Informing about changes made in the product
6. Exchanging or returning amount, etc.

He must investigate where the product falls short. Close informal relations with consumers can yield valuable information. Remember that a dissatisfied consumer is more important than a satisfied one as his every problem regarding the product reveals a ready suggestion. Marketer must welcome complaints and tackle them carefully for the bright future.

Post-purchase Use and Disposal:
Marketer should also monitor how the consumers use and dispose the product. Such information can be a very good guideline for the marketer. Marketer can learn possible problems and opportunities relating with the product.

In normal situation, the consumer uses or disposes the product in followings ways:
1. He may not use the product immediately; store it for the future use.
2. Use the product fully immediately after purchase.
3. Resell or trade it.
4. Use the product differently than it is meant for. He may find new uses of the product.
5. Offer the product to others as a gift.
6. Throw the product away, considering as useless.

Marketer can change or modify marketing programme based on the study of how the product is used and disposed. In case, when consumers are much creative, it is important to investigate how the product is used or disposed.

Thus, buying process is a journey from problem recognition to reaction of buyers. The entire process is very meaningful to the seller. The process reflects most of factors affecting consumers. Marketer, therefore, must study the buying process from consumer’s viewpoint. Company must take certain steps to support consumers in each stage to buy its product.