2.3 Consumer analysis
2.3.1 Buyer decision process
The buyer decision process helps markets identify how buyers complete the journey from knowing about
a product to making the purchase decision. Understanding the buyer buying process is essential for
marketing and sales. The buyer decision process will enable them to set a marketing plan that convinces
them to purchase the product or service for fulfilling the buyer’s problem.
The buyer decision process is also composed of problem recognition, search, evaluation, and purchase
decision. Post-purchase behavior is the result of satisfaction or dissatisfaction that the consumption
provides. The buying process starts when the customer identifies a need or problem or when a need
arises. It can be activated through internal or external stimuli.
5 Stages of the buyer decision process:
• Problem Recognition or Need Recognition
This is the first stage of the Buyer Decision Process in which the buyer is able to recognize what the
problem or need is and subsequently, what product or kind of product would be able to meet this need.
It is oftentimes recognized as the first and most crucial step in the process because if consumers do not
perceive a problem or need, they generally will not move forward with considering a product purchase.
For the Robotic Solar Mop problem or need that we figure out is in this 21st century everyone’s lives have
become increasingly busier. All of us prefer multi-tasking, and now it became a practice for all. The main
attraction of Robotic Solar Mop is that it should not require your presence while operating. You can just
switch it on and leave as it is and you can indulge in other works in the home or take rest. Even you can go
out of the home while the Robotic Solar Mop is cleaning your home. Especially if the senior citizen only are
staying in the home, it will be a great help for them.
• Information Search
The second stage of the purchasing process is searching for information. Once the need is recognized, the
buyer is aroused to seek more information and moves into the information search stage. The buyer may
have heightened attention or may undertake an active search for information. The amount of searching
a buyer will depend on the strength of his drive, the amount of information he starts with, the ease of
obtaining more information, the value he places on additional information, and the satisfaction he gets
from searching. Buyers or customers can get information about goods from different sources.
➢ Personal sources: This includes family, friends, neighbors, acquaintance, etc.
➢ Commercial source: This includes advertising, salespeople, dealers, packaging, display, etc.
➢ Public sources: This includes mass media, consumer rating organizations, etc. they also
become confidential to provide information.
➢ Experimental sources: This includes handling, examining, using, etc. Such information
becomes decisive and confidential.
• Evaluation of Alternatives
Evaluation of alternatives is the third stage of the buying process. Various points of information collected
from different sources are used in evaluating different alternatives and their attractiveness. While
evaluating goods and services, different buyers use different bases. Generally, the buyer evaluates the
alternatives based on the product’s attributes, the degree of importance, belief in the brand, satisfaction,
to choose correctly. For example, if the customer involvement is high, then he or she will evaluate several
brands, whereas if it’s low, he or she may look at only one brand. In low involvement buying, the activity
is usually frequent, habitual to a certain extent and there is generally little difference between the brands.
No strong attachment exists between the buyer and the brand. Promotions are simple and repetitive.
Conversely, high involvement buying involves products with many differences. The behavior is more
complex and the research is more detail oriented. Ultimately, buyers must be able to effectively assess
the value of all the products or brands in their evoked set before they can move on to the next step of the
decision process.
• Purchase decision
At this stage of the buyer decision process, the consumer buys the product. After the alternatives have
