Tutorial 2

Outline the steps of the purchase decision-making process.

1) Need Recognition 

How important the product is to the buyers?

Example: Telecommunication is essential in one's life. There will be a barrier of life if we do not have a channel to communicate through. Hence, having a phone is important to an individual. 

This shows how important and demands of the product is to the buyers. It activates or stimulates the need of an individual.

2) Information Search

To do further research on the product we want to buy for more information and opinions before we buy it. It can be done casually or formally.

Example: What are the features that we want in a phone? Either a smart phone or not a smart phone? What specifications we want in the phone itself. Besides, we would also want to know the review and feedback from people who bought the phone. This researches can be done either by reading ads and articles or through Internet or publications. 

3) Evaluation of Alternatives  

Have comparison with other similar category of alternative brands.  

Example: Apple vs Samsung. How much price difference of the product? Which is longer lasting? What common problems for both of the products? Which brand has higher buyer purchase?

All these elements have to be taken into consideration of one consumer before making decision on buying the product. 

4) The Purchase Decision

Pick a brand and where can we get it from?

Example: After deciding on the brand we want, we have to select the outlet from which to buy the product. Is it cheaper to get it from retail stores or directly from the dealer store? Is the seller trustworthy? In addition, the after service they provide if something goes wrong to the phone. Is it convenient enough? 

It is important that consumer take note of all these circumstances that will be faced.

5) Post-purchase Evaluation

Is the product up to our expectation? Does it satisfy us?

Example: Does the phone satisfy what we actually want and looking for? The functions and so on. Is its performance satisfactory? 

This is where the customers themselves have to experience it and give feedback about it for the benefit of future buyers.  

6) Post-use

Is the product sustainable? 

Example: Is it brand trusting? Will I continue buying the product from the same company? From here, that is where buyers start having brand loyalty.