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    The Buyer Decision Process: Post-Purchase Behavior

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    Aditya Kumar
    The document outlines the buyer decision process, which includes 5 stages: 1) need/problem recognition triggered by internal or external stimuli, 2) information search through various sources, 3) evaluation of alternatives by weighing attributes, 4) purchase decision influenced by others' attitudes and unexpected factors, and 5) post-purchase behavior determined by satisfaction level based on expectations. It also discusses organizational buying as a formal decision process with key differences from consumer markets like fewer but larger buyers and direct, long-term supplier relationships.

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    The Buyer Decision Process: Post-Purchase Behavior

    Uploaded by

    Aditya Kumar
    12 views12 pages
    The document outlines the buyer decision process, which includes 5 stages: 1) need/problem recognition triggered by internal or external stimuli, 2) information search through various sources, 3) evaluation of alternatives by weighing attributes, 4) purchase decision influenced by others' attitudes and unexpected factors, and 5) post-purchase behavior determined by satisfaction level based on expectations. It also discusses organizational buying as a formal decision process with key differences from consumer markets like fewer but larger buyers and direct, long-term supplier relationships.

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    Buyer Decision process_B2B

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    The document outlines the buyer decision process, which includes 5 stages: 1) need/problem recognition triggered by internal or external stimuli, 2) information search through various sources, 3) evaluation of alternatives by weighing attributes, 4) purchase decision influenced by others' attitudes and unexpected factors, and 5) post-purchase behavior determined by satisfaction level based on expectations. It also discusses organizational buying as a formal decision process with key differences from consumer markets like fewer but larger buyers and direct, long-term supplier relationships.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    12 views12 pages

    The Buyer Decision Process: Post-Purchase Behavior

    Uploaded by

    Aditya Kumar
    The document outlines the buyer decision process, which includes 5 stages: 1) need/problem recognition triggered by internal or external stimuli, 2) information search through various sources, 3) evaluation of alternatives by weighing attributes, 4) purchase decision influenced by others' attitudes and unexpected factors, and 5) post-purchase behavior determined by satisfaction level based on expectations. It also discusses organizational buying as a formal decision process with key differences from consumer markets like fewer but larger buyers and direct, long-term supplier relationships.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 12

    The Buyer Decision Process

    Need/Problem recognition

    Information search

    Evaluation of Alternatives

    Purchase Decision

    Post-Purchase Behavior
    Need/Problem Recognition:

     Needs can be triggered by:


     Internal stimuli

     Normal needs become strong enough


    to drive behavior
     External stimuli
     Advertisements

     Friends
    Information Search:
     Sources of information:
     Personal – Family friends etc.

     Commercial – Ads., sales persons

     Public – Articles in newspapers, internet,


    Rankings
     Experiential – using the product, free trials
    Sets involved in Consumer Decision
    Making:

     Total Set

     Awareness Set

     Consideration Set

     Choice Set
    Evaluation of Alternatives:

     Evaluation procedure depends on the


    consumer and the buying situation.
     Most buyers evaluate multiple attributes,
    each of which is weighted differently.
     At the end of the evaluation stage,
    purchase intentions are formed.
    Purchase Decision:

     Two factors intercede between purchase


    intentions and the actual decision:
     Attitudes of others

     Unexpected situational factors


    Purchase Decision (Cont.):
     Brand Decision
     Vendor Decision

     Quantity Decision

     Timing Decision

     Payment Method Decision


    Post Purchase Behavior:
     Satisfaction is a function of the closeness between
    buyer’s expectation and the product’s perceived
    performance
     Performance = Expectation, then Customer is
    Satisfied.
     Performance > Expectation, then Customer is
    Delighted.
     Performance < Expectation, then Customer is
    Dissatisfied.
     Cognitive dissonance is common
    Organizational Buying

     Organizational buying is:


    “the decision-making process by which
    formal organizations establish the need for
    purchasing products and services and
    identify, evaluate, and choose among
    alternative brands and suppliers.”
    Difference between Consumer Markets &
    Organizational Markets:

     Compared to Consumer Markets, in


    Business Markets:
     There are Fewer buyers
     There are Larger buyers
     Time spent in decision is high
     More number of people are involved
     Close relationships with their supplier-
    customers
     Direct Purchase
     Reciprocity

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