Marketing Module: Analyzing the Buying Decision Process Framework

This report delves into the intricacies of the buying decision process within a marketing context. It begins by examining a decision-making model, highlighting the importance of problem identification, alternative evaluation, and the influence of factors like Maslow's Hierarchy of Needs and c...Read More

Running head: MARKETING
Buying decision process
Name of the student:
Name of the university:
Author note:

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1. Brett’s decision-making model aligns with the integrated decision making process. At the
initial stage, he identifies the problem of negativity, which he encountered from the
Volkswagen purchase. As a sequential step, he diagnosed the issue with the alternatives
regarding the quality of the products of the brand. Evaluation of the alternatives helped Brett
to gain an insight into the attitudes of the car manufacturers. According to Brett, car purchase
is something, which is different from the usual commercial transactions. Pondering the
impacts of the undertaken action is apt in terms of assessing the extent to which they are apt
for achieving the outcomes according to the identified objectives.
Application of Maslow’s Hierarchy of Needs has enhanced my awareness about the
self-esteem. Here, I affirm with the arguments of Fanning Sir, which is aimed at
identification of a need, which is the initiation of the buyer decision process. Considering
this, I can say that I am aware of cost benefit risk analysis, which adds relevancy into my
performance. In this context, consideration of decision making tree is a productive step
towards making and inferring relevant decisions. I think considering the situations is more
crucial for undertaking relevant decisions for exercising the decision-making process in an
efficient and effective manner. If I were in place of Brett, I would have acquired the three
time zones, which governs the decision-making process. These time zones are segmented into
purchase behaviour and product delivery and post purchase behaviour. Fanning sir is of the
view that cost benefit risk analysis is one of the main activities in this time zone of
purchasing behaviour. This analysis consists of the situational factors, which in case of Brett
is that of measuring the utility of the products before purchasing.

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Fig: 3 time zones of buying decision process
(Source: Dr. Stephen Fanning)
Purchase behaviour- cost
benefit risk analysis
Product delivery
Post-purchase behaviour

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2. In the process of my learning, I have gained skills about the components of customer,
organization, market and product, which governs the situations of purchase. Customers’
approach differs according to services levied by the brand. I have learnt that most of the
brands conduct sales forecasting for mapping the future purchase intentions of the customers.
If I take the example of Gino, loyalty is one of the essential characteristic trait. His inquisitive
nature depicts interrogation for the levied service, making him an aware customer, who
cannot be deceived at any instance. The brands need to deploy effective strategies for
influencing the purchasing power and decisions of customers like Gino. If I consider the case
of Brett, purchase concretises the experience. Therefore, I think the brands need to conduct
marketing mix for influencing the purchasing decisions of such customers.
Fig: Components of the situational factors
(Source: Dr Stephen Fanning)
I have also learnt that strategic objectives need to be created by the brands for
influencing the decision-making process of the customers. Within this, I can highlight the
Customer
characteristics
Organization
characteristics
Market characteristics Product characteristics
Situational
factors

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structure, which consists of customer characteristics, organization characteristics, market
characteristics and product characteristics. Affirming with the arguments of Fanning sir, I can
state that research on the current trends of the market is apt for gaining an insight into the
specific features of the product. In this aspect, a relevant issue is that of the opinion of the
customers, which helps in adding innovation into the products and the services.

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3. The product considered in this segment is that of 4X4 dual cab utilities. This is one of the
best cars, which uses dual cab 4 WD light. From the last year, in the comparison test, the utes
has experienced a growth. It has various and wide ranging utility. Within this, consideration
of the options of Ford Ranger, Volkawagen Amarok, and Toyota HiLux can be effective in
terms of reaching to the appropriate decision towards making a prospective car purchase.
Gino needs to consider that the first rule of decision making is that it should influence his
buying power. In this context, assessment of the low involvement risk costs would be
beneficial for Gino in terms of making a productive purchase. As per the arguments of
Fanning sir, flexible communication strategy is needed for claiming the essential aspects.
Mention can also be made of the decision-making types, which Gino needs to consider, as it
varies according to the nature and type of 4X4 dual cab utilities. Market research or
information collection is an integral part of the buying decision process, which would make
Gino familiar with the current trends in the marketing of the car. In this context, the specific
aspects, which needs to be considered are:
Fig: Searching for information and decision-making for purchase
What do I already know to make an informed decision?
Internal search- I am familiar
with the car and do not need
further information
External search- I am unfamiliar with the car
features and need further information
 What do I need to know?
 Who/what/where are the best sources
from where I can gain knowledge?


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(Source: Dr Stephen Fanning)

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4. I think Fanning sir rightly pointed out that creating brand awareness is the main essence,
defining the purpose of the brands. For this, the product needs to be evaluated consistently for
adding innovation into its features. In this context, there are two issues: brand recall and
brand recognition. Brand recall is essential in terms of enriching the information through
external research, which is crucial for undertaking beneficial decisions. Consideration of the
qualities of the car is needed in terms of concretizing the experience of the customers like
Alex, Brett, Gino and others. Fanning Sir is also of the view that in the process of collecting
the information, consideration of the product life cycle would be an effective option for
mapping its growth and development. If this step is conducted, bearing in mind the three
time zones, long term results can be assessed for gaining large scale customer satisfaction.

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