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Market research 179
which is essentially a black box, a number of transformations occur resulting in a response.
Once a buyer absorbs information sent by the marketer, the buyer decision process begins. In general, the buyer decision process consists of five steps. The first is need recognition. The buyer recognizes that a need exists. Then the buyer engages in an information search. At this stage, the buyer seeks information that enables her to make an informed decision. She relies on her own memory, the advice of friends, experts and advertising. The third stage is called the evaluation of alternatives stage. Here the customer weighs the possible pros and cons between available choices. The type of marketing mix, the buyer’s purchasing habits and her desire for variety are all taken into consideration before the fourth stage or purchase decision begins. Finally, how the customer reacts to her purchase is captured in post-purchase behaviour or buyer’s remorse. The larger the gap between their expectations and the product’s perceived performance, the greater the level of disappointment.
The buyer-stimulus model is useful to understand some but not all buying decisions. For example, think about how you might buy a can of Coke. If you are a Coke fan, you may well skip almost all the steps of this model. You may well find yourself buying a Coke at a class break without even thinking that you are thirsty
Marketing stimuli
Product Price Promotion Placement People
Buyer responses
Purchase Rejection
figure 9.1 Stimulus–response model
Buyer’s black box
Buyer decision process
Other stimuli
Economic Technological Political Cultural