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    Consumer's Decision Process: Buying Sequence: Coursera (Marketing Strategy Specialization) - Shameek Sinha

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    Moustafa Ashraf
    The document outlines the typical consumer decision process, which consists of 5 stages: 1) need recognition, where a consumer identifies a problem or need, 2) information search, where a consumer searches various sources like friends, media, and internet to gather information, 3) evaluate alternatives, where a consumer evaluates different brands and products that could satisfy their need, 4) purchase, where a consumer buys one of the evaluated alternatives, and 5) post-purchase evaluation, where a consumer assesses if their purchase satisfied their need. The second stage of information search is influenced by marketing actions like targeting influencers and creating strong brand associations.

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    Consumer's Decision Process: Buying Sequence: Coursera (Marketing Strategy Specialization) - Shameek Sinha

    Uploaded by

    Moustafa Ashraf
    8 views4 pages
    The document outlines the typical consumer decision process, which consists of 5 stages: 1) need recognition, where a consumer identifies a problem or need, 2) information search, where a consumer searches various sources like friends, media, and internet to gather information, 3) evaluate alternatives, where a consumer evaluates different brands and products that could satisfy their need, 4) purchase, where a consumer buys one of the evaluated alternatives, and 5) post-purchase evaluation, where a consumer assesses if their purchase satisfied their need. The second stage of information search is influenced by marketing actions like targeting influencers and creating strong brand associations.

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    1 Consumer-Decision-Sequence-1

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    The document outlines the typical consumer decision process, which consists of 5 stages: 1) need recognition, where a consumer identifies a problem or need, 2) information search, where a consumer searches various sources like friends, media, and internet to gather information, 3) evaluate alternatives, where a consumer evaluates different brands and products that could satisfy their need, 4) purchase, where a consumer buys one of the evaluated alternatives, and 5) post-purchase evaluation, where a consumer assesses if their purchase satisfied their need. The second stage of information search is influenced by marketing actions like targeting influencers and creating strong brand associations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    8 views4 pages

    Consumer's Decision Process: Buying Sequence: Coursera (Marketing Strategy Specialization) - Shameek Sinha

    Uploaded by

    Moustafa Ashraf
    The document outlines the typical consumer decision process, which consists of 5 stages: 1) need recognition, where a consumer identifies a problem or need, 2) information search, where a consumer searches various sources like friends, media, and internet to gather information, 3) evaluate alternatives, where a consumer evaluates different brands and products that could satisfy their need, 4) purchase, where a consumer buys one of the evaluated alternatives, and 5) post-purchase evaluation, where a consumer assesses if their purchase satisfied their need. The second stage of information search is influenced by marketing actions like targeting influencers and creating strong brand associations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 4

    Consumer’s Decision Process:

    Buying Sequence

    Coursera (Marketing Strategy Specialization) –


    1
    Shameek Sinha
    Consumer Buying Sequence

    Marketing Socio-Cultural Factors

    Need Search Evaluate


    Recognition Information Alternatives

    Purchase Postpurchase Evaluation

    Coursera (Marketing Strategy Specialization) –


    2
    Shameek Sinha
    Stage 1: Need Recognition

    Ideal State
    Actual State

    Opportunity Need
    No Problem
    Recognition Recognition

    Coursera (Marketing Strategy Specialization) –


    3
    Shameek Sinha
    Stage 2: Information Search
    Sources of Information:  Marketing Actions:
    Friends  Target Influencers:
    Family o Early adopters
    Print Media o Bloggers
    o Opinion leaders
    Electronic Media
     Create strong associations in
    Internet
    consumers’ minds through:
    Memory o Repetition
    o Consistent message

    Coursera (Marketing Strategy Specialization) –


    4
    Shameek Sinha

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