The 5 Stages of Making a Purchase Decision
Stage 1 Problem Recognition
Problem recognition is the initial step in the purchase decision, and requires the consumer to perceive a difference between a person's ideal and actual situations big enough to trigger a decision. In the present scenario, Zac has already decided that he wants to purchase a digital camera. Possible reasons for him to arrive at this decision could be:
1) Interest
Zac might be a photography enthusiast who has been using film cameras, and now wants to try using a digital camera instead. His decision to purchase a new camera would be motivated by his interest in photography, and he would be likely to value image quality.
2) Work-related
As an executive, Zac's job scope is very likely to include writing reports or giving presentations. Hence, his decision might be triggered by the desire to increase the quality of his work produced through the use of digital photographs. Thus, he would want to have a user-friendly camera and accompanying software.
3) Status
Being young, Zac is likely to be influenced by his peers or the mass media in the form of advertisements when buying luxury goods including electronic goods like digital cameras. As such, he would be likely to view a digital camera as a status symbol, and he would demand to have a camera which is well-perceived in his social circle in the form of branding or design.
Stage 2 Information Search
Waiting for Wenyao Figure 1 range of camera prices. Figure 2 - consumerreports
Stage 3 Alternative Evaluation
To evaluate the several alternatives available, Zac will draw upon his evaluative criteria, which represent both the objective and subjective attributes of a brand. The criteria he values more will establish the models that belong to his consideration set, from which he will make his final decision.
The objective attributes that Zac might include in his evaluative criteria would be:
1) Price Range
Digital cameras have a very wide price range corresponding to
Problem recognition is the initial step in the purchase decision, and requires the consumer to perceive a difference between a person's ideal and actual situations big enough to trigger a decision. In the present scenario, Zac has already decided that he wants to purchase a digital camera. Possible reasons for him to arrive at this decision could be:
1) Interest
Zac might be a photography enthusiast who has been using film cameras, and now wants to try using a digital camera instead. His decision to purchase a new camera would be motivated by his interest in photography, and he would be likely to value image quality.
2) Work-related
As an executive, Zac's job scope is very likely to include writing reports or giving presentations. Hence, his decision might be triggered by the desire to increase the quality of his work produced through the use of digital photographs. Thus, he would want to have a user-friendly camera and accompanying software.
3) Status
Being young, Zac is likely to be influenced by his peers or the mass media in the form of advertisements when buying luxury goods including electronic goods like digital cameras. As such, he would be likely to view a digital camera as a status symbol, and he would demand to have a camera which is well-perceived in his social circle in the form of branding or design.
Stage 2 Information Search
Waiting for Wenyao Figure 1 range of camera prices. Figure 2 - consumerreports
Stage 3 Alternative Evaluation
To evaluate the several alternatives available, Zac will draw upon his evaluative criteria, which represent both the objective and subjective attributes of a brand. The criteria he values more will establish the models that belong to his consideration set, from which he will make his final decision.
The objective attributes that Zac might include in his evaluative criteria would be:
1) Price Range
Digital cameras have a very wide price range corresponding to