Buyers Behavior

Buyers Behavior

  • Submitted By: sbranderson
  • Date Submitted: 09/05/2013 10:36 PM
  • Category: Business
  • Words: 615
  • Page: 3
  • Views: 149

When consumers are purchasing a product they tend to go through a process as they decide what item to purchase. If it is a high involvement purchase the consumer will tend to go through all of the stages due to the importance of the purchase. However if it is a low involvement product like a soda, they won’t need to go through the process since it can be somewhat automatic. This is all relative to the consumer because only the individual defines the importance. “The five-stage model described in this section relates specifically to high involvement decision making. Since the consequences of low involvement decisions are less important to consumers, the cognitively intensive processes of searching for relevant information and thoughtfully evaluating alternatives are generally omitted”(Finch, 2012, n.p.).

The process for a high involvement item begins with the problem recognition stage. Simply put this is the stage when the consumer discovers a need or want. At this juncture the consumer proceeds into the information search of the process. This is the time when consumers will use either an internal or external search. They will talk to people, analyze marketing and do whatever else they need to be able to make the proper decision. How long this takes or the depth to which the consumer evaluates is based on the individual. “Consumers use this information search process to reduce risk in the same way that organizations use market research. For consumers, the potential risks associated with making a poor decision include financial risk, psychological risks, and risks to our physical well-being” (Finch, 2012, n.p.). From their research point the consumer enters the evaluation of alternatives process. In these high involvement choices there tend to be many choices. As consumers transition through the process they begin to narrow their search to the few items they are seriously considering. This is the narrowing down time. “The total number of brands that the buyer...

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