Analysis of Consumer Decision Making Process for Purchasing LycaMobile Services

This report analyzes the consumer decision making process for purchasing LycaMobile services, including need recognition, internal and external considerations, making a choice, methods of purchasing, and post buyer behavior.

Written Analysis

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
Need Recognition.............................................................................................................................3
Internal and External considerations................................................................................................4
Making a choice...............................................................................................................................5
Methods of purchasing.....................................................................................................................6
Post buyer behaviour........................................................................................................................6
CONCLUSION....................................................................................................................................6
REFERENCES.....................................................................................................................................7

INTRODUCTION
The term buying process is the decision making framework which is used by the customers
related to the market transactions during and before or after the purchase of a particular goods or
services. This is also considered as the cost-benefit analysis in the presence of various alternatives.
The consumer decision making process also involves various steps by which the consumers
evaluate the making of their purchasing decision. This model is considered as an important term so
as to understand the concept of marketing and sales. The buyer decision process will enable the
customers to set the marketing plan that convinces them to purchase the product or service for carry
through the buyer's or consumer's problem. The Purchasing will be based on LycaMobile which is a
British mobile virtual network operator working around in 60 countries (Conrad and Price2020).
This report will also highlight the various theories of motivation and utilisation of the buyer
decision making model to analyse the purchasing decisions regarding LycaMobile.
MAIN BODY
Need Recognition
The term Need recognition refers to the process that occurs when an individual becomes
aware of a inequality between their actual circumstances and those they see as perfect or desirable.
Before people can begin looking for a solution, they should first admit that they have a problem, to
begin with. The need recognition behind the purchase decision of the LycaMobile service plan is
very psychological in nature By coming down to Australia, I felt quiet lonely as I was very attached
with my family and friends and also I was habitual to be around them all the time. I came Australia
to pursue my studies, as I was alone and anxious because of no social circle and other friends and
Colleagues to enjoy with, I missed my family and friends and was in a great need to stay in touch
with them. As the time passes I felt there is an immediate need to contact with my people and my
close ones because I was having no other person to share my problems and happiness with (Dahiya
and Gayatri 2018). As I started to scroll down the internet and other relevant platforms, I came
across the Customer service namely, LycaMobile which is a British mobile virtual network
providing unlimited data and talk time so that people can connect with each other despite of the
distance and other factors. I opted the plan for 2 months in which I was provided with a good
amount of Data per day and unlimited calls, so that I can stay in touch with my family members and
friends.

Internal and External considerations
The term internal considerations refer to the important factors and components that the
consumer's keeps in their mind before purchasing any product and service. The internal
considerations include the customer's perception, learning and personality and other aspects. Before
buying the plan of Lycamobile, there were many internal considerations that were taken into
account such as, Use of internet and web engines to search for the phone and the availability of
networks which can provide the services to connect with various people that are living at a distance.
The various platforms were considered as helpful in making people aware about the service
provided by The Lycamobile so that they can stay in touch with their near and dear ones.
The External consideration are refereed as the aspects and factors which are looked after by
the consumers such as, different culture, social status, family and marketing and other activities
before buying any goods and services. The Lycamobile service were being suggested by my friend
after I took external considerations by taking into account his opinions to purchase the plan of
Lycamobile so that I can contact my family members and friends who were living in a different
country so that I can feel motivated and happy by talking to them (HeKukar-Kinney and
Ridgway2018). Some classmates of mine had also suggested me to opt the Plan of LycaMobile
which were quite reasonable in price along with various features and specifications so that the
customers can get the easy access to connect with different people at a reasonable price. Also the
company is well known and reputed in the market, as the trust of the customers is good.
Figure 1 External consideration in form of reviews
Making a choice
The choice was made for opting the Lycamobile services as it was very reliable and
convenient for the customers and the general public. The services of the Lycamobile was also

providing the specific features so that the customers can be provided with excellent values and good
offers on data and talk time so that they can stay n touch with their knowns from a distance.
Lycamobile has various offerings tom the customers such as, monthly, weekly and annually plan
which is for specific price so that the customers can enjoy according to their purchasing power. This
process is better explained below using the Evoked set model of buying and purchase behaviour.
Acceptable
Lycamobile
Unacceptable
Mobiwik
Indifferent
Just dial Recharge
Overlooked
Fast recharge
 Acceptable
The Lycamobile is accepted due to its excellent features and other convenience in usage so as to
provide the customers in the best possible way.
 Unacceptable
Mobiwik was unacceptable due to its pricing policies and rates for the services that are being
provided by the company.
 Indifferent
The Just Dial recharge was being rejected by one of my friend and it was also described as not
favourable according to his reviews.
 Overlooked
Fast recharge was considered in the overlooked category as it was searched through various
websites and networks but it was not up to the mark service as the customers were quite unsatisfied
by its services and the features.
Methods of purchasing
The term purchasing refers to the availing of various goods and services by paying a certain
amount in exchange. There are a lot of purchasing methods which can affect the buying behaviours
of the customers. The term Bulk purchasing is the method in which the customers can be benefited

by purchasing the good amount of product or service, the decision making process is affected by
this method as it is quite economical form of purchasing which can be opted so as to gain various
advantages. The Blanket Purchasing is also one of the major method of purchasing which involves
the ordering of items of same group under one category. This method also affects the decision
making as it is designed in such a way, so that the procurement processes can be effectuated.
Post buyer behaviour
After buying the Lycamobile and availing its services, I was quite happy as it allowed me to be
in touch with my family members and friends (Mahor 2020). The pricing policy of the service was
also convenient according to the customers. Lycamobile was also proving various offers on the
purchasing of its premium plan so that the customers can get more benefits after the purchase of
that premium plan (Sahund Kaurav 2021).
CONCLUSION
The above report went into detail with various complex issues such as, Buying process and the
consumer behaviour as well. Furthermore, the need for recognition, External and internal
considerations and making the choice were also described, in the context to Lycamobile which is
providing various data and talk time facilities to the customers so that they can connect with their
people. At the end, The Evoked set model and various methods of purchasing were described along
with the post purchasing behaviour so as to make it more clear and understandable.

REFERENCES
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Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and consumer
buying decision process: An empirical study in the Indian passenger car market. Journal of Global
Marketing, 31(2), pp.73-95.
He, H., Kukar-Kinney, M. and Ridgway, N.M., 2018. Compulsive buying in China: Measurement,
prevalence, and online drivers. Journal of Business Research, 91, pp.28-39.
Mahor, N., 2020. Factor effect the customer buying behaviour by influence of packaging and
labeling of product. TRANS Asian Journal of Marketing & Management Research (TAJMMR),
9(11), pp.40-56.
Sahu, S.K. and Kaurav, R.P.S., 2021. Efficacy of E-WOM and Post-Purchase Behaviour of Online
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