Detailed Analysis of Buying Decision Behaviour: Role Play Discussion

The assignment analyzes a role-play scenario focused on the buying decision behavior of a consumer purchasing a smartphone. It outlines the complex buying behavior characteristics and applies the buyer decision process model, detailing each step from problem recognition to post-purchase behavior. The analysis includes the problem recognition, search process, evaluation of alternatives, purchase decision, and post-purchase behavior stages. The student explores how a consumer identifies the need for a smartphone, searches for options, evaluates alternatives based on features and benefits, makes a purchase decision, and assesses post-purchase satisfaction. The discussion references key marketing concepts and models, providing a comprehensive understanding of the consumer's decision-making journey and its implications for brand loyalty and future purchases, supported by relevant academic references.

Running head: DISCUSSION: ROLE PLAY “BUYING DECISION BEHAVIOUR”
DISCUSSION: ROLE PLAY “BUYING DECISION BEHAVIOUR”
Name of the Student
Name of the University
Author Note

1DISCUSSION: ROLE PLAY “BUYING DECISION BEHAVIOUR”
A person has decided to buy a smartphone. The combination of the chosen buying
decision behaviour characteristics, which is Complex Buying Behaviour, with the buyer
decision process model will be as follows (Prasad & Jha, 2014):
1. Problem Recognition – This is the first and foremost step in the buying decision
process model, where a person needs to buy a smartphone, as there is a possibility for which
the person have to search from all the alternatives available in the market place of
smartphones and which will be affordable to that person. According to Maslow's hierarchy, a
person who wold have fulfilled their needs at a specific stage, then only they have the power
to move to the next stage. The problem must be the availability of the smartphone in the
market from where the person will buy it. This is the way or process through which the
problem must be recognized or identified.
2. Search Process – First of all, the person need to search the smartphone among the
brands available in the market, through which the person can choose the smartphone which
will match the criteria according to the characteristics desired and like by that person. The
consumer will take suggestions from the families and friends, and will also search the desired
smartphone online where the consumer will be able to see the available discounts and online
reviews which will help the buyer to take the final decision. Data will be gathered from many
sources in this stage.
3. Evaluation of Alternatives – The alternatives gathered by the consumer from
different sources like from online shopping websites, brochures, catalogues and data gathered
from friends, families and relatives. Evaluation will help that person to select the smartphone
with respect to the benefits and features that will be most important to that consumer. Then
the person will compare the process of the smartphones along with the features like camera
specifications, sound quality, colour of the smartphone, the internal memory of the phone, the

2DISCUSSION: ROLE PLAY “BUYING DECISION BEHAVIOUR”
external memory capacity of the phone, whether the phone has 2 specific spots allotted for
the sim or not and others. After evaluation of all these features, the person will be able to
choose the smartphone.
4. Purchase Decision – In this stage, the person will choose and purchase the
smartphone after evaluating a number of smartphones. This has to be the model which will
match almost all the criteria which will be able to fulfil the needs and wants apart from using
it satisfactorily. The smartphone chosen by must have the abilities to satisfy the desires of
that person.
5. Post purchase Behaviour – This will be the last stage of buyer decision process
model, where the consumer will compare the product bought, whether it has satisfied the
consumer or not. This will hugely affect the decision making process for a same kind of
purchase from the same organization for future purposes, mainly at the search process and
evaluation of alternatives stage. If the consumer is satisfied, it would result in brand loyalty,
which is actually the ultimate focus of most of the organizations. On the basis of either being
satisfied or dissatisfied, the consumer will spread either positive or negative feedback about
the smartphone bought by me (Jisana, 2014).

3DISCUSSION: ROLE PLAY “BUYING DECISION BEHAVIOUR”
References
Jisana, T. K. (2014). Consumer behaviour models: an overview. Sai Om Journal of
Commerce & Management, 1(5), 34-43.
Prasad, R. K., & Jha, M. K. (2014). Consumer buying decisions models: A descriptive
study. International Journal of Innovation and Applied Studies, 6(3), 335.
Rani, P. (2014). Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), 52-61.
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.