Terms in this set (66)

Need recognition
The start of the buying process begins with the recognition that there is a need or want that requires satisfaction.
Need recognition comes as a result of some form of stimuli, whether it is an element of the marketing mix, a primary or secondary need, or another external stimulus, such as seeing something you want.
Information search
The consumer will engage in some search of information about alternatives that may satisfy the need.
An information search can occur internally or externally. An internal search is the process of recalling information stored in the memory. An external information search seeks information in the outside environment, such as from advertising, other marketing elements, or a salesperson.
Alternative evaluation
Once the consumers have settled on a set of alternatives, they engage in an evaluation of which is best suited to their needs. What determines the alternative selected is an attribute or set of attributes that the individual uses to judge the alternatives.
Purchase decision
The purchase decision stage of the consumer buying process includes whether to buy a product as well as where and how to buy it.
Postpurchase evaluation
Cognitive dissonance, or a feeling of anxiety or regret following a purchase decision, is a key factor in this final process. Whether a consumer experiences this phenomenon depends on his or her level of satisfaction versus his or her expectations. This is known as expectancy gap theory. The imperative and difficulty for marketers is to deliver on performance through quality products and consistent services and to attract customers without exaggerating what they should expect.