Question

Marketing scholars have developed a ‘five-stage model’ of the consumer buying decision process. The five stages are: Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-purchase Behaviour.

(b) Describe what marketing managers of a mobile phone brand (e.g., iPhone) can do at each stage. One marketing practice is required for each stage.

Answer 1

Answer:

Five stages model in consumer buying process- These stages are:

• Problem Recognition,
• Information Search,
• Alternative Evaluation,
• Purchase Decision, and
• Post-purchase Behaviour

For example, I am a consumer, I want a mobile phone, I will go step by step through stages-

Problem Recognition- First of all, I will recognize need of the mobile phone, I have to talk to my friends and relatives, I have to talk for official purpose, I want to maintain my status by keeping mobile phone, I want to chat with friends over phone and I want to use the internet while sitting anywhere, these are the factors behind buying a mobile phone.

Information Search- I will go for internal and external information search, I will analyze the pros and cons of mobile phone, I will analyze my budget too. I will analyze what all features in mobile phone, I actually need.

Alternative Evaluation- After searching for information, I will go for different available alternative. I will analyze the options that will provide higher benefits with lower cost. I will analyze differnt features of mobile phone such as battery, memory, size, design, camera, price etc.

Purchase Decision- After evaluating all the available alternatives and features of the mobile phone, I will go for final purchase decision, I will buy the mobile phone, I can go for EMI options (if available) or I will pay cash or money through card.

Post-purchase Behaviour- After making a purchase decision, I will do self analysis whether I am satisfied or not whether the phone is worth and has value of money or not. I may also want the after sale service (if any).