Buying Roles: Individual Buying

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Buying roles: Individual buying
Stages of Buying Process:
Generally, the purchaser passes through five distinct stages in taking a decision for purchasing a particular commodity. These stages are: (i) need arousal, (ii) information search, (iii) evaluation behavior, (iv) purchase decision, and (v) post purchase feelings. (i) Need arousal: The buying process starts with need arousal. A need can be activated through internal or external stimuli. A need can also be aroused by an external stimulus such as sight of a new thing in a shop while purchasing other things. There is two-fold significance of need arousal stage to a marketing man. => First the marketer must identify the drive that might actually or potentially connect to the product class or brand and make the buyer feel that the product can satisfy the drive, he feels, and => It also helps recognize that the need levels for the product fluctuate over time and are triggered by different cues. The marketer can arrange cues to conform better to the natural rhythms and timing of need arousal. (ii) Information search: After need arousal, the consumer tries to solve it and gathers the sources and information about the product. Depending upon the intensity of need, it produces two states of individual. The first state is called heightened attention when the consumer becomes more receptive to the information regarding the item he needs. If a consumer needs to purchase a television, he will pay mere attention to TV ads and the remarks made by friends and associates about TVs. If need is more intense, the individual enters a state of active information search and he tries to collect more information about the product, its key attributes, qualities of various brands and about the outlets where they are available. There are four consumer information sources. (i) Personal sources (family, friends, neighbors etc.)

(ii) Commercial sources (advertisements, salesmen, dealers). (iii) Public sources (mass media,...
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