The Stages of Consumer Buying Decision Process Essay Example for Free

The Stages of Consumer acquire Decision Process EssayA purchaser buy a harvest-feast or utility for the first time. The greater cost or risk, the larger the number of participants and the greater their information gathering. New parturiency buying is the marketer greatest opportunity and challenge. The performance passes through several stages. They atomic number 18 1. Awareness2. fill3. Evaluation4. Trial5. AdoptionSystems Buying and SellingMany business purchasers prefer to buy a total solution to a problem from one seller. System buying The practice that originated with government purchases of major(ip) weapons and communication systems. The contractor who has awarded the contract would be responsible for bidding out and assembling the system subcomponents from secondment tier contractor.This is the prime contractor provides a turn detect solution. System Contracting A single supplier provides the buyer with all required MRO supplies (maintenance, repair, and oper ating supplies). During the contract period, the suppliers managed the customer inventory. System selling is a key industrial marketing strategy in bidding to build large scale industrial project, much(prenominal) as dams, steel factories, irrigation systems, pipelines utilities, and even new towns. Participants in the Business Buying ProcessPurchasing agents are influential in straight rebuy and modified rebuy situations whereas other department personel are more influential in new-buy situations. The Buying Center1. InitiatorsUsers or others in the organization who request that something be purchased2. UsersThose who will use the product or service. In many cases, the users initiate the buying proposal and sponsor define the product requirement. 3. Influencers pile who mould the buying decisions, often by helping define specifications and providing information for evaluating alternatives. Technical personel are peculiarly important influencers. 4. DecidersPeople who decide on product requirement or on suppliers5. ApproversPeople who travel by the proposed actions of deciders or buyers 6. BuyersPeople who have formal authority to select the suppliers and arrange the purchase terms. Buyers may help shape product specifications, but they play their major role in selecting vendors and negotiating. In more conglomerate purchases, buyers may include high-level managers 7. GatekeepersPeople who have the power to prevent seller or informations from range members of the buying center. For example, purchasing agents, receptionist, and telephone operators may prevent salespersons from contacting user or deciders. Buying Center TargetingTo shoot for their efforts properly, business marketers need to figure out Who are the major decision participant?What decisions do they influence?What is their level of influence?What evaluation criteria do they use?The business marketers is not likely to know incisively what kind of group dynamic take place during the decisio n process, although whatever information he cigarette obtain about personalities and interpersonal factors are useful.Stages in the Buying Process1. Problem RecognationThe buying process begins when someone in the company recognizes a problems or need that can be met by getting a good or service. The recognation can be triggered by internal and external stimuli. Internal stimuli king be that the company decides to develop a new product and needs new equipment and materials or a machine breaks down and requires new parts. Externally, the buyer may get new ideas at a mess show, see and ad, or receive a call from a sales representative who offers a violate product or a lower price.2. General Need Description and Product SpecificationThe buyer determines the needed items general characteristics and required quantity. The buyer will work with others engineers, users, to define characteristics much(prenominal) as reliability, durability, or price. Business marketers can help by desc ribing how their products meet or even lead the buyer needs. The buying organization now develops the items technical specification.Often, the company will arrange a product value analysis engineering team to the project. Product value Analysis (PVA) is an nuzzle to cost reduction that studies component to determine whether they can be redesigned or standardized or make by the cheaper methods of production. The PVA team will identify overdesigned components, for instance that last longer for the product itself.