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Consumer Path to Purchase : The Buyer Decision Process [Part 1] (2.…
Consumer Path to Purchase : The Buyer Decision Process [Part 1]
The Buyer Decision Process
The buying process starts long before the actual purchase + continues long afterwards
Might result in a decision
not to buy
Important to focus on the entire process, not just the purchase decision [Kotler et al 2017]
Process may vary - not all purchases go through these stages
E.g a low-effort purchase like buying a coffee doesn't need an information search: we only do this with more complex purchases
1. Need/Problem Recognition
Difference between the consumer's actual state + some desired state, which drives the decision to make a purchase
Could be internal stimuli [hunger/thirst] or external stimuli [adverts]
Marketer's Role
Research what kinds of needs arise, what brought them about + how they influence consumers
Identify the stimuli that most often trigger interest in the product + develop marketing programs that involve these stimuli
Encourage primary/secondary demand: e.g Febreeze's "Noseblind" advert which suggests you need their product as guests can smell your dog even if you
can't
2. Information Search
Consumers decide to do something about their needs/wants [this won't always happen]
Consumers may 'store' the need in their memory, buy it immediately, or search for more information
Types of Information Search
Internal Search
: involves a review/retrieval of relevant info from memory
External Search:
using commercial sources, personal sources, internet reviews etc. Helps consumers to supplement current knowledge
Deliberate Search
: directed learning where consumers actively seek information
"
Accidental Search"
: passive consumption of information in day-to-day life [Kotler et al 2013, Solomon et al 2014]
Advertisers don't just place adverts to make consumers buy their products immediately, but to engrain them in passing people's minds
Marketer's Role
Understand the importance of recognising consumer sources of information, which brands they consider + how they've heard about them
Use this understanding to plan brand appeals
Marketers often try to encourage a quick decision, e.g Nike's slogan "Just do it" turned into "Just buy it" in an advert
Companies also use terms like "ending soon" in sales
Info search is facilitated by the growth of internet usage: social media, review sites etc
Increased use of information + communication tech has lead to increased consumer empowerment [Pires et al 2006]
The motivated activation of knowledge stored in memory or acquisition of information from the environment
Information Search: External
Benefits of External Search
More comfortable bc making an informed choice
Pleasure from shopping
Higher chance of satisfaction
Potential for saving money
Feeling good bc knowledgable about products + brands
Factors Affecting Amount of External Search
1. Market Conditions - External Search is GREATER when:
Prices are high
Price differences between brands are large
Style + appearance are important
Perceived difference between alternative product attributes is high
2. Buying Strategies - External Search is REDUCED when:
Buying decision is complex
Info available is complex
Marketers need to be more convincing if selling an expensive product bc ppl will search for alternatives
Evaluation of the BDP
Advantages
Made it easy for marketers to decide how to satisfy customer expectations. They know how to behave w/ customers who come to make a purchase
Shows a detailed picture of the consumption level of a customer towards a product [Erasmu et al, 2001]
Disadvantages
Considers all customers to be the same. E.g wealthier individuals may not go through extensive info searches etc bc they have 'unlimited funds' + don't need to worry about finding the cheapest item
There are products consumers don't really have to think about, + situations when they don't engage in the process at all [Bozinoff, 1982] E.g Purchasing a coffee - ppl don't usually need to do an info search, they just grab one from the nearest Starbs
The elements of the BDP don't necessarily occur in a set sequence [Brinberg + Lutz, 1986]