Theory question 105
Consumer BehaviourExplain the following stages in consumer buying decision process: (a) Problem recognition; (b) Information search; (c) Evaluation of alternative; (d) Purchase decision; (e) Post-purchase behaviour.
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(a) Problem recognition: the buyer notices a need, triggered by internal (hunger) or external (advert) stimuli.
(b) Information search: the buyer looks for information from personal, commercial, public and experience sources.
(c) Evaluation of alternatives: the buyer compares brands using criteria such as price, quality and features.
(d) Purchase decision: the buyer chooses a brand and makes the actual purchase.
(e) Post-purchase behaviour: after use, the buyer feels satisfied or dissatisfied, which affects repeat buying and word of mouth.
Give each point as a full sentence, with an example where possible.