Answer to Question #193134 in Marketing for Amahle

Question

1. Sipho uses the bus to get to work, but most of the time it arrives late or just on time due to the bus times and traffic. Explain the stages of the consumer buyer decision process and describe how Sipho would go through the process when making a decision to buy a car.

Answer 1

Stages of the consumer buyer decision process

Need Recognition- In this first stage of consumer decision-making, the consumer recognizes that she has a need. In this case, Sipho has the need to buy a car so that he can avoid being late to work.

Information search- in this stage the customer starts their research on information that will help satisfy their need. Sipho will research the type of car that he needs, how much money she needs to buy it, and her preference.

Option evaluation- After gathering the information, the customer evaluates their options, Sipho will have to decide which is affordable, safe, and fits her preferences.

Purchasing decision- In this stage the customer makes the decision to buy the car of their choice. Sipho will buy the car that she can afford and serves her need.

Post-purchase evaluation- The process has come to an end, the customer has purchased but the customer has to evaluate the car. Sipho will evaluate to see if the car has satisfied her needs i.e. getting her to work on time.