A Detailed Look at the Five Stage Consumer Buying Decision Process

This essay outlines the five-stage buying decision process, beginning with need recognition, where marketers analyze consumer needs and find ways to fulfill them. The second stage involves information gathering from various sources like family, friends, advertisements, and personal product evaluations. Next, consumers consider alternatives based on factors like power, quality, and features. The purchase decision follows, although it is not guaranteed, and marketers must understand reasons for non-selection. Finally, post-purchase behavior determines whether a consumer is satisfied or dissatisfied, impacting future recommendations. Satisfied customers recommend to a few, while dissatisfied customers share their experiences more widely.

Running head: FIVE STAGE BUYING DECESION PROCESS
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FIVE STAGE BUYING DECESION PROCESS

Running head: FIVE STAGE BUYING DECESION PROCESS
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The five stage model for the buying decision process is presented below.
Recognition: the first process starts with the recognition of the need of the consumers. The main
aim of the marketer is to get the access to analyze the needs of the consumers and thereafter find
the ways to serve the same. For example if the demand for the product is high, the marketer
needs to increase the demand (Gómez, Martín‐Consuegra & Molina, 2015).
Information: The information is the second stage of this process where the consumer does the
homework and gets the insights about the product either from family friends, advertisements,
retailers or dealers or by evaluating the pros and cons of the product by using them.
Alternatives: After the evaluation done and the consumer had acquired the knowledge of the
product the consumer takes into the consideration the other factors such as power, quality and
other features (Zhang & Benyoucef, 2016).
(Source: Management Education, 2018).

Running head: FIVE STAGE BUYING DECESION PROCESS
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Purchase Decision: After evaluating the alternatives the buyer purchase the suitable product.
However there is no such guarantee that consumer will purchase the product due to certain
reasons. Thereafter the responsibility of the marketer is to find out the reasons behind the non-
selection of the product. The reasons are further clarified by providing the sufficient information
or by giving those guarantees (Management Education, 2018).
Behavior post purchase: Once the consumer purchases thee product either he will be satisfied
or dissatisfied. The situation depends on whether he will be satisfied or dissatisfied and the
theory suggests that the satisfied customer will recommend to next three customers and
dissatisfied customer will tell to almost 11 people.

Running head: FIVE STAGE BUYING DECESION PROCESS
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References
Gómez, M., Martín‐Consuegra, D., & Molina, A. (2015). The importance of packaging in
purchase and usage behaviour. International Journal of Consumer Studies, 39(3), 203-
211.
Management Education, (2018). 5 Stages of consumer buying decision process. Retrieved from
https://managementation.com/5-stages-of-consumer-buying-decision-process/
Zhang, K. Z., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature
review. Decision Support Systems, 86, 95-108.