Evaluation of different purchase options
So what Blu-Ray DVD player do we purchase? Will it be a Sony, Toshiba or Samsung player? Consumers often create a point system in their minds where products are scored based on how many of their features appeal to them. So for one customer, brand may be more important then price and for another customer product appearance may be important. In the case of a DVD player consumers may be reviewing sound and picture quality. An evaluation system is particularly useful when there is a large number of options. Marketing strategies will try and influence this stage of the process by highlighting product features that they think will appeal to consumers. Appealing product features will be emphasised on product packaging, promotional materials and the manufacturer's websites.
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So what Blu-Ray DVD player do we purchase? Will it be a Sony, Toshiba or Samsung player? Consumers often create a point system in their minds where products are scored based on how many of their features appeal to them. So for one customer, brand may be more important then price and for another customer product appearance may be important. In the case of a DVD player consumers may be reviewing sound and picture quality. An evaluation system is particularly useful when there is a large number of options. Marketing strategies will try and influence this stage of the process by highlighting product features that they think will appeal to consumers. Appealing product features will be emphasised on product packaging, promotional materials and the manufacturer's websites.
Purchase decision
After the evaluation process consumers will select the product they would like to purchase. Once product may be a clear winner or the consumer may have to reprioritise their criteria to help them select a product. The job of the seller is to ensure that the purchase process is simple and effective. Even at this stage the purchaser could change their mind and select a competitor product or cancel the purchase altogether. A long queue, impolite sales staff or complicated sales process can all dissuade consumers from buying. Even if a consumer buys on this occassion a negative buying experience could stop them buying in the future. Therefore sellers need to make the buying process as simple and enjoyable as possible to safeguard this and future purchases.Post Purchase Behaviour
Ever have doubts about the product after you purchased it? Research shows that this feeling is a common post purchase behaviour. Manufacturers of products clearly want purchasers to feel proud of their purchase, so that they will purchase from them again and recommend them to family and friends. It is therefore just as important for manufacturer's promotions to reassure purchasers, as it is for them to attract new customers. Promotions should make puchasers feel that they have bought their product from a strong and reputable organisation with "good" products.N
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