Consumer buying process and decision stages for product purchase

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 it will cost them more money to fix their car than their vehicle is worth prompts them to seek a new car. 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 newspaper classifieds and online ads.

The third step is evaluating the alternatives. This may be a lengthy process of comparing various makes and models available through private used car sellers or at various dealerships. It is rare to find the 'perfect car' at the perfect price. The buyer must compare the cost of the car, its amenities, its reliability, and its appearance with other possible alternatives. A used car may be cheaper but less flashy than a new car. One used car may be cheaper but have more mileage than a similar used car. At this stage, the consumer may be bombarded by 'sales pitches' from car dealers or people desperate to unload their used cars. The buyer may also be influenced by memories of car advertisements, the appearance of the car itself, and the cultural romance attached to certain cars (or negative associations with certain vehicles like minivans).