Marketing individual assignment: Table of content xxxxxxxxxxxxxxxx 1.0 Consumer Buyer Decision Process Introduction How customers make their purchase decision is a very important issue for a companies marketers. It can bring numerous influences to companies for establishing an appropriate marketing strategy. Therefore, the research of each stage of buyer decision process is relevant for all the marketers. A researchers point out that the setting up of buyer decision process model can help managers to understand and forecast consumer behaviors, and thereby they can make effective decision for providing more acceptable offers to customers. Kotler, Brown, Burton, Deans and Armstrong (2010) also hold the same view and state that there are five main steps of buyer decision process, as drawed in Figure 1. Firstly, consumer decision process starts from realizing to distinguish factual state and desired state (problem recognition), and then seeking useful information to solve the problem (information search). Next evaluating and examining the information (evaluation of alternatives) , making the final decision on what to purchase (purchase decision) and lastly feedback on the item purchased (post purchase behavior). The figure suggested that consumers pass through all five stages with every purchase. But in reality purchases, consumers often skip or reverse some of these stages. However, we use the model in figure 1 because it shows all the considerations that arise when a cons ...
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