The buyer’s decision making is a very complex process and involves a number of stages starting from problem recognition to post purchase activities. Buyers make buying decision depending to their own unique needs. The consumer’s decision making process involves five different stages, need recognition, information search, evaluation of alternatives and post-purchase evaluation. Among these 5 stages the most important stage is an Evaluation Of Alternatives. Let’s understand this stage deeply.
Evaluation Of Alternatives, The Most Imperative Stage In Buyers Decision Making process
Analysis Of Information
Consumer gathers enough information during the 2nd stage of the decision making process. Evaluation of Alternatives is that stage where the consumer uses the information gathered on the Information Search stage and starts evaluating the alternative brands in the product category. The consumer compares and evaluates the information to make the right choice. He\she analyses all the information collected and considers various other alternative products and services and compares them to their actual need or wants.
How Does A Consumer Choose Among These Alternatives?
Practically speaking, there are a number of processes which work inside the consumer’s mind when it comes to choosing from different alternatives. The consumer needs to form a belief and attitude towards all the products before they can choose the final one. Yet these processes all “advance” based on the person’s buying situation. The situation has again evolved from the set of different characteristics the consumer is elected to evaluate the products by. Some of the characteristics are performance, design, price, and value. The consumer places, different level of importance to each of these characteristic based on its importance. As I said the consumer will be evaluating each and every brand based on the characteristics and form beliefs about the product.
Factors That Impact The Evaluation Process
There are several factors which impact the evaluation process. Factors like age, culture, taste and budget hugely impact the buyer’s decision making. To add further to the factors, celebrity endorsement is another factor which has a great potential to impact the evaluation of alternatives stage of the consumer decision making process.
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Different brands differ in their degree of appeal to each buyer. There can be buyers who purchase a brand based on a single attribute, and there can be another set of buyers who consider a number of them. It is important for the marketers to study the buyers deeply to understand how they actually evaluate brand alternatives. If they get insights on how the target customer’s evaluation process occurs, the business can take the required steps to influence the buying decision early on which can lead the buyer to purchase much faster.
The buying process of the customer is a journey that is full of complexities. To have a good knowledge of the different Types of Consumer Buying Behaviours contact iSN Global Solutions for our Sales Support Services. We offer excellent Account Profiling services which can help you understand the different buying behaviors of your audience. We assure the data and statistics are taken from verified sources at iSN.