Comples Buying Behaviour

Comples Buying Behaviour

  • Submitted By: k900624
  • Date Submitted: 05/11/2010 11:05 AM
  • Category: Book Reports
  • Words: 471
  • Page: 2
  • Views: 439

The recent example that I was engaged in which relates to complex buying behaviour would be in purchasing a car as it is a high involvement purchase and it is imposed of significant difference between brands((Kotler, Brown, Burton, Deans, Armstrong, 2010). In making a decision on which car to be bought, a 5 stage buyer decision process was undergone which includes the problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour.
The buying process started of with the problem recognition, which implicated me in recognising there is a need or a problem or responds to a marketing stimulus. There arises a need to buy a car due to external stimuli such as the deterioration and rise in cost in the public transportation system. In addition to that, car prices have dropped therefore fueling the need to purchase a car. The second step involved me in conducting information search, where advice was taken from friends & family (personal sources). Besides that, I went to meet car dealers to inquire about the best buys and met financiers to obtain the latest interest rates for the car loan (commercial sources). Furthermore, consumer ratings were checked for the particular car model (public sources). Lastly, I took the car out on a test drive (experiential sources). Thirdly, in making the purchase decision, after extensively evaluating different sources, the car search was narrowed down to between two choices, a Perodua Myvi 1.3L and a Mazda 3 1.6L as the attributes that were being searched for were styling, performance, insurance, security and a major concern of the pricing. When it finally concludes to the purchase decision or rather the 4th step, In the beginning, I wanted to purchase a Mazda 3 for its style and brand image, unfortunately I was advised not to do so by my family & friends (attitudes of others) and at the same time in light of the recent economy downfall (unexpected situational factors). Thus, I had to...

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