The buyer decision process: How demographics affect purchasing decisions
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document in English
business strategy
presentation
published 13/10/2008
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Summary
The “Buyer Decision Process” is, in essence, simply the basic steps most buyers go through before making a purchase. If the process were to be laid out in a flow chart, it would look like this: Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior (Armstrong & Kotler, 2007, p. 143, fig 5.5). Showing the decision process in this way is simplistic, because it implies that all buyers approach the buying process the same way and with the same steps for every purchase. This is not so. There are often situations in which a buyer will change the order of the steps or even leave some out altogether (Armstrong & Kotler, 2007, p. 142).
Table of Contents
- Introduction.
- Buyer Decision Process.
- Explanation of the process through interviews.
- Need recognition.
- Information search.
- Evaluation of alternatives.
- Purchase decision.
- Postpurchasing behavior.
- Conclusion.
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