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Purchase Decisions

In order to better understand the marketing exchange, it is

important for marketers to grasp how consumers go about making

purchase decisions. In general, the consumer decision process

includes the following steps:

1. Need recognition

2. Information search

3. Evaluation of alternatives

4. Purchase

5. Post-purchase behavior

As the consumer moves through these various phases, internal and

external conditions are influencing the consumer’s actions

throughout the purchasing process. Internal influences include

beliefs, feelings, demographics, lifestyle, motivation, and

personality. Psychological factors include an individual’s

perception, attitude and belief, while personal factors include

income level, personality, age, occupation and lifestyle. For

example, a consumer may enter the purchase decision stage for a

particular product, but decide to buy a different brand after

receiving negative feedback from a trusted friend.

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