Consumer Buying Procsess
Buying Process Submit a 2-4-page paper written APA writing style. Using a specific product consumer, discuss a consumer identifies a purchase. Identify buying process a consumer moves order purchase a product.
The consumer buying process: Buying a car
Every purchase, no matter how mundane, initiates a series of mental steps called the 'consumer buying process.' Even when the consumer is not fully aware that the process has been activated, the various components of the decision-making are still unfolding. However, the length and intensity of the different steps will vary widely, depending on the nature of the purchase. While some products are relatively low-investment purchases, like buying a carton of milk, others are high-investment, like buying a new car.
The first step of the process is called 'problem recognition,' or recognizing that the consumer has a need. For some people, the sight of a new sports car whizzing down the highway may make them want to trade in their Honda for a BMW. For someone else, the sinking realization that...
A person who invests a large amount of his or her self-worth in a vehicle may be motivated by the sight of a flashy advertisement or the introduction of a very new, expensive new vehicle to his or her favorite line of cars while a cash-strapped consumer may recognize the need for a new vehicle based upon an attractive new financing plan. Changes in stages of life, such as having a new baby, moving to the suburbs or getting a driving license may all prompt the 'need recognition' for a car.
The second step is conducting an information search. A devoted connoisseur of cars may read automotive publications and trade magazines; a cautious buyer may read Consumer Reports rankings of the safety of different mini-vans. Other consumers may ask around to find out what cars their friends and relatives recommend. A new driver may meet with a bank to discuss the feasibility of a car loan, and compare the risks of getting a more expensive new car with a cheaper used car. All buyers may scan the…
