The buying process, the steps consumers go through when buying a product or service, begins when customers recognize an unsatisfied need.
They seek information about how to satisfy the need, such as what products might be useful and how they can be bought.
Customers evaluate the alternative retailers and channels available for purchasing the merchandise, such as stores, catalogs, and the Internet, and then choose a store or Internet site to visit or a catalog to review. This encounter with a retailer provides more information and may alert customers to additional needs.
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| Buying Behavior Stages |
After evaluating the retailer’s merchandise offering by weighing both objective and subjective criteria, customers may make a purchase or go to another retailer to collect more information. Eventually, customers make a purchase, use the product, and then decide whether the product satisfies their needs during the post purchase evaluation stage of the customer buying process.
Customers may not go through the stages in the same order shown in the Exhibit.
For example, a person might learn about the Kodak Easy Share 740 digital camera at a Web site like www.dcrespirce.com, decide to buy the camera, and then search for retailer that sells the camera.
In this case, the customer decides what product he or she wants and then selects the specific retailer.
Alternatively, customers might decide they want to buy an iPod on the Internet, go to shopping web site such as www.mysimon.com, and then buy the iPod from the retailer with lowest price.
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