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.  

(a) Consider these five stages when a consumer purchases a mobile phone. Describe in detail what a consumer does at each stage.

Answer 1

Answer: Five stages in Consumer buying decision process-

Problem recognition- Consumer will recognize the problem that he needs mobile phone because he has to talk to his relatives and friends, he needs mobile phone for office purpose so that his manager can contact him at any point of time, he needs mobile phone for emergency as whenever he is in need, he can contact anybody.

Information search- After analyzing the need of mobile phone, consumer will go for information search about the mobile phone, he will understand the advantages and disadvantages of mobile phone by word of mouth and other personal research. He will also analyze his budget. He will go for internal and external research and will get to know what all features, he should take in a mobile phone.

Alternative Evaluation- After searching the information, he will go and see the available alternatives for him, he will analyze the mobile phone of different companies in the market based on features, battery life, price, memory etc. He will also see the EMI options available. He will go for the best alternative that will cost him less and will have more benefits.

Purchase decision- After analyzing all the alternatives and choosing the best one, he will go for actual purchase decision, he will buy the mobile phone, he can go for a cash payment or he can pay through cards or wallets.

Post purchase behavior- After purchasing the phone, it is to be seen whether he is satisfied of not, whether he got value or not, he is happy on his purchase decision or he is regreting, he also wants the after sale services like mobile configuration and way to operate the phone.