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The six model of consumer buying decision process are as follows: 1. Problem Identification 2. Information Search 3. Listing Alternative Brands 4. Evaluation of Alternatives 5. Purchase Decision 6. Post-purchase Behaviour.

Philip Kotler presents a six-stage model involving consumer buying decision process.

The live-stage model of consumer buying process is stated as follows:

1. Problem/need identification

2. Information search

3. Listing alternative brands

4. Evaluation of alternatives

5. Purchase decision

6. Post-purchase behaviour

1. Problem Identification:

The consumer buying decision process begins with the identification of needs. These needs can be triggered by internal and external stimuli. For example, a person may have the desire to wear fashionable clothes from internal stimuli or by getting suggestions from friends, which act as a form of external source. The marketer tries to stimulate the needs and help people in identifying these needs by intelligent use of the marketing mix variables.

When consumers identify a need, they may look for information about how to satisfy it.

A consumer may look for information from five general sources:

1. Internal sources:

By recalling from memory, if they have satisfied a similar need in the past.

2. Group sources:

By consulting other people such as family members, friends and others.

3. Marketing sources:

Through sales people, advertisement and packaging.

4. Public sources:

Through media publicity, reports of research firms.

5. Experiential sources:

By experiencing products, that is, by handling them or by consuming or using them. For example, a consumer may taste a particular item of fast food, and if they likes it may make a purchase decision.

3. Listing Alternative Brands:

In this stage, the consumer analyses the information available with them to select the right product or brand. A consumer may list out a few alternative brands that are available in the market. The brands may be listed after collecting necessary information from various sources.

The information of alternative brands may include the following factors:

1. Features

2. Price

3. Model

4. After-sale service

5. Warranty

4. Evaluation of Alternatives:

On the basis of the available information, consumers identify and evaluate ways to satisfy their needs. A consumer may identify the products or brands that effectively satisfy their needs or solve their problems, and then evaluate each brand/product against certain criteria such as features, price, reputation of the company, and so on.

Once the consumer has narrowed down the possible alternatives to just a few, there may make a decision to purchase. The consumer will decide whether to buy, and if so, then what, where and when to buy. Consumers may also postpone or forgo purchase decision, if none of the shortlisted alternatives meet their needs.

6. Post-purchase Behaviour:

A marketer's job is not complete with the purchase decision by the buyer. After purchasing and consumption, the customer will experience some level of satisfaction. If the product meets the expectations of the consumer, then the consumer will be satisfied. If the performance of the product exceeds customers' expectations, then they will be delighted, and if it falls below the expectations, then they will be dissatisfied.

A satisfied consumer may involve in repeat purchases. A delightful customer propagates a positive image of the brand, whereas a dissatisfied consumer may spread a bad image of the product or the brand. Thus, a study on the post-purchase behaviour gives a learning of the way the product is used and disposed, and helps the marketer to design their marketing mix.

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Top 6 Model of Consumer Buying Decision Process

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ADVERTISEMENTS: The six model of consumer buying decision process are as follows: 1. Problem Identification 2. Information Search 3. Listing Alternative Brands 4. Evaluation of Alternatives 5. Purchase Decision 6. Post-purchase Behaviour. Philip Kotler presents a six-stage model involving consumer buying decision process. The live-stage model of consumer buying process is stated as follows: ADVERTISEMENTS: ...

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Chapter 6. Consumer Buying Behavior Notes

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Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend alot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process.

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is the decision processes and acts of people involved in buying and using products.

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is the decision processes and acts of people involved in buying and using products.

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                                                 Maslow's hierarchy of needs

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                                                 Maslow's hierarchy of needs