Buyer decision process Essay

Marketing Thoery & PracticeQ.13 What is meant by the buyer remembering carry out ? Explain the serve up , relating it to an individuals purchase of a new digital camera.1 . IntroductionWhen a person makes a finis to buy aroundthing, basic solely toldy, the yield he want to buy is utilizable for him and he imply it. Then he allow go to find the information about that kind of goods from every seller and different brands. after(prenominal) he collect the information from ads, magazines, his accomplices, or mass media, he will think about that, comp atomic number 18 the qualities, prices, servicesbetween different sellers or companies, decide which brand of the product he gonna buy. Finally, he will bring the most preferred brand to buy. After he bought the product, as a marketer, do not for pose the last part of buyer decision wreak. Post-purchase behaviour. The reaction of customers be very important for a attach to . What atomic number 18 the buyers thinking about t he products , its satisfied or dissatisfied, even the disposition of one companionship are all depends on Post-Purchase behaviour.So , the stages buyers walk through to reach a buying dcision are leg 1 Stage 2 Stage 3 Stage 4 Stage 5Need recognition Information search Evaluation of option Purchase decision Post-purchase behaviour.Clearly, the buying process starts long earlier positive purchase, and continues long after. Marketers look at to focus on the entire buying process rather than on proficient the purchase decision. But in much routine purchase consumers often skip or inverse some of these stages.( Kotler Brown Marketing 6th edition . )2 . vendee finality Process At the beginning of year 2004, Tony decided to buy a digital camera for taking photos during his journey around Europe. at that place were oodles brands of digital cameras on sell at that clip. He had to make a decision between them.2.1 Stage 1 Need recognitionTony wants a digital camera to take p hotos during the way for personal using. at that placefore the demands of functions are just lavish for play the individual need. The digital camera need to have the basic function the normal camera has and the price should be not too expensive, its better if the quality of pictures are more(prenominal) clearly, the urge faster and the design novelty.From this stage, the marketers should research the information that what the consumer need. It could become the come out for a comp any who want improve the learning of their producing, for less find , they need to follow the Marketing Concept , outside-in perspective , focus on customers .2.2 Stage 2 Information searchThe science today is growing all the time , people need the cameras have more technologies in them . Digital camera could satisfy the demand of customers by its bigger LCD screen transiting photos to computers from the camera colorful display faster speed innovative features and also, all of these become the obje ctive of the camera companies.There are lots goods from different camera companies such wish principle, Sony, Kodak, Olympus, Samsung could be elect by Tony. As most customers, Tony ringed his friends, asked how was the opinions and knowledge of the brand of the product from them, read some news about digital camera from magazines and newspapers, set in motion some information through the internet, even go around some(prenominal) camera shopsAt last, he limited the scope he the researching. He found two type of cameras which are fit for him. They are Sony Cyber-shot DSC-T1(Sony DSC-T1) and code IXUS430( ordinance S430). Sony orderWe asshole see, in the business world today, a company must design its marketing mix to make protects aware of and wise to(p) about its brand.1 Its very important for a company to know what the consumer thinking about their products and even the repute of them. If they didnt denote the produce, they may loss a lot of business profit because the br ing about ignorance of the customers.2.3 Stage 3 Evaluation Of AlternativesThe two digital camera companies all have high quality and good faith, the price of Sony DSC-T1 is 550 dollars, however the received price of Canon S430 was 620 dollars, now they are on sell just 520 dollars. Canon has a 1.5 LCD screen, Sony is 2.5 LCD display The speed of Sony DSC-T1 is 151/5300 s, and the speed of the Canon is 151/2000 s Canon camera has the USB input to connect with computers, but no memory stick. There are both USB input and memory stick on Sony DSC-T1. The pack of Sony is 180g, and Canon is 185g. For the people who buy the Sony camera, they retain the right to ex revision the goods with any fault whenever they want in one year. Theres a only half a years warranty to Canon S430. But, If Tony decides to buy the Canon S430, he could also get a loose camera handbag from the company.For personal use, the warranty of the company is the most important, which meat to a company, service marke ting is very important. Sony may win Canon by this factor. But also, Tony need to compare the qualities of two brands of cameras. He never mind how big the screen is, any of these two is ok for him. Because its a individual purchase, he just wants the speed of the camera enough to take normal photos, if faster, thats better. Tony need the camera could connect with his computer, that he could keep the photos and fix them by the program in his computer and aerate them to his friends and relative. If the camera has memory stick is more useful. Sony is lighter than Canon, Tony could get more convenience from Sony camera. However, the price of Sony is 30 dollars more than Canon.2.4 Stage 4 Purchase DecisionAfter he compare the conditions above carefully, he made a decision to buy Sony Cyber-shot DCS-T1 camera. But its liquid not the last decision hes made. Two factors can come between the purchase intention and the purchase decision. Maybe his friend doesnt like the brand of Sony but O lympus, or at the said(prenominal) time, the price of another digital camera from Olympus has dropped down to 490 dollars and also has the connatural effect as the two camera weve talked before. He may change his mind and buy the Olympus camera.2.5 Stage 5 Post-purchase BehaviourAfter all of 4 stages before, Tony bought the camera which he decided to buy Sony Cyber-shot DCS-T1, It seems like, he has already finished his buying process, but not really. The last stage of Buyer decision Process is very important. If Tony is satisfied by the camera he bought, he may advertises to his friends and suggest them to buy this brand of products (not just camera) and he will trust this company and buy this brand of product again. However, if he finds the quality of the camera is not as good as what he wants, he will also complain how bad the product is to his friends and relatives. Theres not just one customer dissatisfy like Tony, the company will lose million dollars of profit. Therefore, companies should pay attention to the Post-purchase process . The reputation of the company is depend on this stage. It could help the marketers get more customers and business profit.When some customers want to buy some goods, maybe theres not all the stages during the process. They may skip or reverse some of the stages. Just like Tony, If he is satisfied this time, the neighboring time he want to buy a walkman, or digital TV, or DVD player, he may skip of the second stage(Information search) and the third stage(Evaluation of alternatives). And also, for the next time, he reverse of the stages. the last stage(Post-purchase behaviour) come after the first stage(Need recognition) before the forth stage(Purchase decision).3 . Conclusion The Buyer Decision Process is the process when the customers making decision to buy something. It useful for customers to get the goods they really need and fit for the value. Also its the most common way of acquire goods. On the other hand, the pr ocess is very important for marketers to improve their producing skill and get the information of how customers feel about their products. If marketers follow the process and satisfy the customers, they will be successful in their business.4. Reference 1. Marketing, 6th edition, Kotler Brown.2. police force in Commerce, 2nd Edition, Brendan Sweeney & Jennifer OReilly.3. http//www.dcresource.com/reviews/sony/dsc_t1-review/index.shtml4. http//www.dpreview.com/