Explain the following stages in consumer buying decision process: (a) Problem recognition; (b) Information search: (c) Evaluation of alternative: (d) Purchase decision; (e) Post-purchase behaviour.
Explanation
(a) Problem Recognition: This is the stage at which a consumer identifies that he/she hasa need or want for a product. A purchase cannot take place without the recognition of a felt need. The need may have been necessitated by internal stimuli such as hunger, thirst or external stimuli Such as advertising or words of mouth. (b) Information search: This is the buyer's efforts to search through the business environment in order identify and evaluate information sources related to the central buying decision. (c) Evaluation of alternatives: At this stage the consumer undertakes a comprehensive assessment of available brands that satisfy his/her needs or wants (d) Purchase decision: purchase of the product that he/she feels would satisfy his/her needs. (e) Post-Purchase behaviour: After purchasing the product, (the Consumer will experience some level of satisfaction or dissatisfaction. This is a stage at which the consumer determines whether or not a repeat purchase would take place at a future date or not.
