complex buying behaviour
Assessment Task 2 – Short essay
Customers usually engaged in complex buying behaviour when a big amount of money is involved in the purchase, and when they assumed there are important differences between various brands (Kotler, Burton, Deans, Brown & Armstrong 2013). This essay will indicate a complex buying behaviour I have recently involved, describe and analyse the buyer decision process, which includes the internal and external influences that impacted on my purchase in five main areas, problem recognition, and information search, evaluation of alternatives, purchase decision and post-purchase behaviour (Kotler et.al. 2013).
The complex buying behaviour I recently engaged was the selection of my university education. The purchase was in high involvement because it consumed a big amount of money and involved a consideration of my long-term education, also my future career. I have passed through a learning process investigating the advantages and relative importance about the selected university – Monash University, as well as conducting a comparison with other universities in Australia, and in other countries (Kotler et.al. 2013). When I graduated from High School in Adelaide, offers for further education were received from Monash University, The university of Adelaide and South Australia. My interested attributes of choosing universities were included study environment, university world ranking and educational fees.
The internal factors that impacted on my buying process were first started with problem recognition. According to Maslow’s hierarchy of needs, human usually have five levels of needs which include from the lowest level to the highest level - physiogical needs, safety needs, social needs, esteem needs and self-actualisation needs (Kotler et.al. 2013). Self-actualisation need of conducting further education was appeared to me after graduating from high school; therefore an appropriate university has to be selected to create positive impacts
Customers usually engaged in complex buying behaviour when a big amount of money is involved in the purchase, and when they assumed there are important differences between various brands (Kotler, Burton, Deans, Brown & Armstrong 2013). This essay will indicate a complex buying behaviour I have recently involved, describe and analyse the buyer decision process, which includes the internal and external influences that impacted on my purchase in five main areas, problem recognition, and information search, evaluation of alternatives, purchase decision and post-purchase behaviour (Kotler et.al. 2013).
The complex buying behaviour I recently engaged was the selection of my university education. The purchase was in high involvement because it consumed a big amount of money and involved a consideration of my long-term education, also my future career. I have passed through a learning process investigating the advantages and relative importance about the selected university – Monash University, as well as conducting a comparison with other universities in Australia, and in other countries (Kotler et.al. 2013). When I graduated from High School in Adelaide, offers for further education were received from Monash University, The university of Adelaide and South Australia. My interested attributes of choosing universities were included study environment, university world ranking and educational fees.
The internal factors that impacted on my buying process were first started with problem recognition. According to Maslow’s hierarchy of needs, human usually have five levels of needs which include from the lowest level to the highest level - physiogical needs, safety needs, social needs, esteem needs and self-actualisation needs (Kotler et.al. 2013). Self-actualisation need of conducting further education was appeared to me after graduating from high school; therefore an appropriate university has to be selected to create positive impacts