Consumers are the centre of many marketers work. While the consumer is part of the marketing environment, it is also very important to recognise and understand the more personal and specific influences effecting consumers and the nature of the decision making process they use.
Research suggests that customers go through a five-stage decision-making process when making any purchase. This is summarised in the diagram below:
This model is important for anyone making marketing decisions. It ensures the marketers consider the whole buying process rather than just the purchase decision.
This model implies that customers go through all stages in every purchase they make. However, in more routine purchases, such as cleaning
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Stimulus response model of buying behaviour suggest that a consumer's emotions can be a mediating factor in the purchase process. Marketing stimuli consists of the marketing mix products, price, place & promotion and other stimuli include other forces in the buyer’s environment: economic, technological, political and cultural. All these inputs enter the buyer’s black box, where they are turned into a set of observable buyer responses, i.e. product choice, brand choice, dealer choice, purchase timing and purchase amount.
How the stimuli changes into responses inside the consumer’s black box is in two parts: 1 buyer characteristics and 2 buyer decision process, the buyers characteristics effects how he or she perceives and reacts to the stimuli, then the buyers decisions making process effects the buyers behaviour.
The final stage is the