Buyer's Decision Process in Marketing

This article analyzes the buyer's decision process in marketing and discusses the stages involved in purchasing a product. It also highlights the importance of advertising and creating awareness for companies.

Running Head: MARKETING 1
Marketing
Students name
Institution

MARKETING 2
Marketing
Introduction
The buyers purchasing process helps the companies in planning for the marketing plan
and also in correcting problems experienced before (Chin, 2016). The discussion below analyses
a process that I followed when buying a rare Nike Air Max 95’s that are black and yellow in
color. The type of shoe is sold by one of the largest shoe company called Nike in United States. I
went through the five stages of the consumer buying process until I decided to buy the product.
Buyer’s decision process
A problem of recognition or need is the first stage of the buyer’s process. At that point,
the buyer identifies a need in his/her life that can be satisfied by a particular product. I was at the
end of urgency because I needed shoes which serve as a basic necessity (Ghadimi, Azadnia,
Heavey, Dolgui, & Can, 2016). I came to learn about the Nike Air Max through the adverts that
were being done by the Nike Company in US. The adverts triggered off my mind, and I was
yearning to have such kind of shoes that offers comfort in both gym and parties.
A search of the information about the products required to satisfy the needs recognized is
the second stage of the buyer’s process. At that level, he does his/her research in search of
products that can satisfy their need. They search for information from personal, commercial,
public and experimental sources (Viio & Grönroos, 2016). The pursuit of knowledge that I did
was to look for a better company selling a light pair of shoe that I can be comfortable wearing
when partying and when going for other activities such as gym. Eventually I came to learn about
the good quality Nike Air Max shoe being sold by the Nike Company.

MARKETING 3
Evaluating other alternatives is the next stage. The evaluation is done by satisfaction and
brand of different specialties available to satisfy the identified need. Buyers make correct
decisions at that point for their achievement. I also applied the evaluation stage in choosing the
Air Max 95’s shoe due to their durability and excellent quality compared to other shoes offered
by other companies like Puma.
The decision for purchasing the product or services chosen is the next stage. At that
point, the buyer buys the commodity considering situational and financial factors. I decided to
purchase Air Max 95’s which is of good quality and have unique designs and features.
The final stage is post-purchasing evaluation where the consumer gets satisfaction or
dissatisfaction. At that point, the consumer knows whether they made the right or wrong choice
in buying the product (Viio & Grönroos, 2016). The durability of the Air Max 95’s has made me
get enough satisfaction and am even convinced that in future I may continue buying the same
type of shoes at the expense of those provided by Puma and other companies.
Conclusion
It is evident that the process of buying goods or services benefits both the consumer and
the marketing company. Companies use different tactics of advertising their products and such
information trigger the interest of the buyers (Marin, 2015). It is also clear that for a company to
make a lot of sales, they must promote their products to create awareness to the public.

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References
Chin, K. S. (2016). Attributes Influencing Home Buyers’ Purchase Decision: A Study of
Residential Property in Setia Alam (Doctoral dissertation, UTAR).
Ghadimi, P., Azadnia, A. H., Heavey, C., Dolgui, A., & Can, B. (2016). A review on the buyer–
supplier dyad relationships in sustainable procurement context: past, present and
future. International journal of production research, 54(5), 1443-1462.
Marin, D. (2015). Research Regarding the Purchase Decision Process of Consumer of Food
Products. Scientific Papers Animal Science and Biotechnologies, 48(1), 328-332.
Viio, P., & Grönroos, C. (2016). How buyer–seller relationship orientation affects adaptation of
sales processes to the buying process. Industrial Marketing Management, 52, 37-46.