The Buyer Decision Making Process Engaged in Complex Buying

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For products purchase, a customer who needs a certain product does not straight jump to purchase decision as right decision would not be so easily made, especially for high involvement products such as cars if the customer is engaged in complex buying behavior (refer to figure.2). The buyer decision process is the decision making process undertaken by consumers, which consists of five stages: problem recognition, information search, alternative evaluation, purchase decision, and lastly post-purchase behavior (refer to figure. 1). For example, a student needs a computer to write a report for assignments. He or she will then get information from friends, family or from internet, and choose alternatives in terms of price or guarantees. The student might find that the new computer has very little functions after bought it.

When a customer passes through the buyer decision process, he or she will start with recognizing problems followed by information search. In former process, the customer recognizes problems or needs that are aroused from internal or external stimuli, for example, feeling need of a car for transportation, or showing off of a new car by friends or neighbors. For latter process, once the customer is interested in buying a new car, he or she may undertake an information search to get brand awareness and knowledge about brand choices available to the customer. The information can be obtained from several sources including personal and commercial sources, which are the two most influential major factors, for example, friendly information from family and friends (personal), or advertising of Honda new model on TV (commercial). Commercial sources normally inform the buyer, but personal sources legitimize or evaluate products for the buyer (Kotler, Brown, Burton, Deans & Armstrong, 2010).

The third process of the buyer decision process is the evaluation of alternatives. In this stage, the customer will choose the most suit one to his interest...
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