Question

Using the 5 steps of consumers buyer decision process, Ilustrate you to buy the Starbucks products.

Answer 1

The buyer decision process assists marketers to identify how consumers complete the journey from knowing about a product to making the purchase decision. Understanding this buying process is very essential for marketing and sales. This process facilitates to develop a marketing plan that convinces a consumer to purchase the product or service or their choice.

Consumer buying decision process:(Including Starbucks example)

1)Problem Recognition

This is not a problem recognition but a need recognition system. The consumer recognizes a need that could be satisfied with a product or service in the market.

StarBucks

When you feel craving for a coffee then this is called problem recognition as here the need arose. The customer recognizes a need for coffee to satisfy his desire.

2)Information search

Need recognition is followed by the search for products or services.The customer tries to find out the solutions that are the product or service that will satisfy their aroused needs. There are different sources of information for a customer like Personal sources(relatives, neighbors, etc), Commercial sources (advertising, packaging, display etc.), Public sources mass media, consumer rating organizations, etc.

StarBucks

Now you will search for options that where should you go to quench your cravings for the drink. You will search online or will ask some of your colleagues or friends to advise.

3)Evaluation of alternatives

Now when the customer have ample amount of information they evaluate every present option and choose the best suitable product for themselves. Evaluation of alternatives is the third stage of the buying process , various points collected from various possible sources are being compared and on the basis of features of the product, belief in the brand, satisfaction, etc. so the best product purchasing decision could be taken.

StarBucks

When information search is complete you look into the alternatives, for example, you got options like Starbucks, CostaCoffe, Barista, CCD, or homemade filter coffee . What is the first thing you will do is evaluate which option will best suit your need, Like you want to dring coffee outside then you got to decide between the three coffee shops which may be based on brand, taste, budget, location, preference , ambiance, etc. Hereby making comparative analysis you decide on Starbucks.

4)Purchase Decision

After the evaluation consumer makes the decision to purchase products and services that best suit their need.

StarBucks

Now when the information search is complete and you decided on the outlet you will go and make the purchase to fulfill your desire.

5)Post Purchase Evaluation

This is the stage where the customer decided whether he is satisfied with the product or not. Here the role of cognitive dissonance occurs that is whether the purchase decision was right or wrong.

StarBucks

While sipping the coffee it will come to your mind that whether you did right by coming here or not. When you are satisfied and quenched your desire you are able to make an evaluation.