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Stages of The Consumer Buying Decision Making Process

The document outlines the six stages of consumer decision making: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, 5) purchase, and 6) post-purchase evaluation. It also describes six buying roles in the purchase process: initiator, influencer, decider, buyer, user, and gatekeeper.

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Nagarjuna Reddy
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68 views

Stages of The Consumer Buying Decision Making Process

The document outlines the six stages of consumer decision making: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, 5) purchase, and 6) post-purchase evaluation. It also describes six buying roles in the purchase process: initiator, influencer, decider, buyer, user, and gatekeeper.

Uploaded by

Nagarjuna Reddy
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Stages of the Consumer Buying decision making

Process
Six Stages to the Consumer Buying Decision Process (For complex
decisions). Actual purchasing is only one stage of the process. Not
all decision processes lead to a purchase. All consumer decisions do
not always include all 6 stages, determined by the degree of
complexity...discussed next.
The 6 stages are:
1 Problem Recognition(awareness of need)-2 Information search
3 Evaluation of Alternatives
4 Purchase decision.
5 Purchase
6

Post-Purchase Evaluation

Buying roles in the purchase process:


1.

INITIATOR first identifies the need to buy a particular product or service to solve an
organisational problem;

2.

INFLUENCER (their) views influence the buying centre's buyers and deciders;

3.

DECIDER ultimately approves all or any part of the entire buying decision -- whether to
buy, what to buy, how to buy, and where to buy;

4.

BUYER holds the formal authority to select the supplier and to arrange terms of
condition;

5.

USER consumes or uses the product or service;

6.

GATEKEEPER controls information or access or both, to decision makers and


influencers.

MODEL OF CONSUMER BEHAVIOR

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