Purchasing decisions are important matters for marketing and businessmen to get to know the way the consumer performs during the buying process, and these decisions express the fulfillment of the unsaturated need for him, so in this article, we will explain to you four types of decisions that the consumer takes towards the purchase process.
Product Purchasing Decisions
That relates to the purchase of his favorite products, and these decisions are influenced by a set of factors, the most important of which are the volume of available resources, and the list of priorities that the consumer adds to himself, and it is noted from marketing and businessmen that most of their focus is on decisions related to the purchase of products because they have a significant impact on the size of consumer markets, as well as knowledge Factors affecting the consumer and help prepare product cover designs and quality.
Related to Brand Selection
Relates to the purchase of a specific brand, and loyalty to this brand without coercion from anyone, and this loyalty and trust to the brand is due to the admiration and conviction of the consumer of this brand without other marks, therefore businessmen must study it and know these decisions, and loves to focus on the factors affecting the consumer himself To make him choose the mark that is suitable for him and not another.
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Related to Choosing Shops
The consumer purchases one of the shops without any of the other stores, and knowing this type of decisions and factors that affect marketing and businessmen help in training more in the process of attracting and winning the customer to the store, in addition to that it helps shop owners to attract consumers, in light of the competitive environment that surrounds them All of them.
Decisions Regarding the Allocation of Available Resources
Allocating the resources available to the consumer to spend on them in order to achieve the greatest satisfaction possible to their needs and desires, in addition to achieving the marginal benefits from each unit spent, without excluding the decisions related to the total spending process, and this type of decision helps to prepare price strategies for the product ineffective and attractive ways.
Purchase Decision Stages
A Feeling of Need
The consumer has an unsatisfied need, and the consumer does not know about it, and the task of marketing men lies here in identifying the underlying needs of the consumer and then providing goods and products to satisfy these needs, as well as marketing men to discover these needs, such as ready and fast duties in the beginning of their emergence.
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Collect Information about the Product
Searching for information about a specific product that helps the consumer make his purchasing decision, for example (what brand is available on the market, its features, and what are the facilities provided by the shops), and this information is obtained through several parties including friends, neighbors, and family, And advertisements and other methods, so the company must provide advertisements with high efficiency and provide all the information available to it through advertisement in order to facilitate the selection process for the consumer.
Evaluation Information
For a specific good, it is not sufficient what you need to evaluate the information and benefit from it in the decision-making process to choose the product. In order to evaluate the information, the consumer must take :the following steps
Arrange the information.
Establishing specific and clear foundations for the selection process, such as quality and price.
Define alternatives, their types, and shapes, and you can limit them to three modules:
- What are the alternative commodities on the market and what are their prices.
- Alternative shops for the purchase and what are their prices.
- Alternative purchase method, whether in cash or in installments.
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Purchase Decision
The buyer has made the purchase decision after evaluating the information available to him and evaluating alternatives, whether products, brands, prices, method of purchase, time of purchase, and other alternatives.
Evaluation after the Purchase
Purchase evaluation, if the consumer bought a commodity, the evaluation process is done immediately after using it, so be a motorbike. The consumer repeats the purchase process and instructs other friends and neighbors to refrain from buying motorcycles
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