Buyer Decision Process

Topics: Coffee, Espresso, Starbucks Pages: 3 (984 words) Published: October 22, 2006
Running Head: BUYER DECISION PROCESS

Buyer Decision Process
Eric Christensen
Dr. Albert Socci
American Intercontinental University

Abstract
What makes you decide whether or not to buy certain product or even buy into certain services mainly depends on inside or outside influences. These influences are part of our buying schema, what buying behaviors we have learned taught by parents or siblings, even friends, this is a type of blueprint in the recesses of our minds. Our "buying decision processes" are based on five stages, a need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. The product of consideration is coffee, coffee makers and espresso makers and combination coffee and espresso machines. A large segment of the U.S. population drink coffee and a majority of other Countries populations also drink this beverage, both socially in coffee houses like Starbucks or Pete's coffee or in the comfort of their own homes.

Buyer Decision Process
What makes you decide whether or not to buy certain product or even buy into certain services mainly depends on inside or outside influences. These influences are internal or external. The internal influences that guide through certain buying decisions (Armstrong & Kotler 2005) can be attributed to direct marketing or influenced by a friend, a relative, a colleague, or even society. External or environmental influences can also be attributed to social class, family or friends. These influences are part of our buying schema, what buying behaviors we have learned taught by parents or siblings, even friends, this is a type of blueprint in the recesses of our minds. We buy on impulse at times because it is the right price and although the product or service is not what we intended to purchase; we buy because of ideas we have already been given through ads, or previous sale experience, or word of mouth. Our "buying decision processes" are based on...
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