In marketing class, MBA students have to act and think like marketers. That is why, as a marketer, they need to understand the potential customer thoughts that lead to their purchasing behaviour. The first step to analyze the customer behavior is by understanding their thoughts when buying a product. For that reason, students have to understand the concept of customer purchasing decision process and comprehend each step of the process. Furthermore, a good marketer understand that each process has different weight depends on the product category. In this journal, we will not discuss about the concept but the five steps of purchasing decision and how to put the right importance for each of them.
The five steps of purchasing decision process are:
Problem Recognition ->Information Search->Evaluation of Alternatives ->Purchasing Decision->Post Purchasing Decision
This writing will explain the process through an example for each product category per week, it is approximately for three weeks.
In the first example, we will analyze the purchasing decision process of an ordinary product less than Rp. 5000.
The customer is a maid who wants to buy garlic for her personal consumption. (please check our picture bellow)
Written by Claudya
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