Consumer Behaviour and Marketing Psychology

Slide 1 Hello Everyone

Today I shall walk you through the various stages of consumer buying process. In this presentation I have taken the example of Lipton Green tea to enable a better description and understanding. Here we go!

Slide 2

Consumer buying process signifies that there are several stages that a consumer goes through before taking the decision to buy a particular product or service. It comprises of the understanding with respect to activities, attitudes and emotions related to the buying behavior of a buyer.

Slide 3 Need Recognition

This is the step where a potential buyer will first realize that the buyer needs a particular item. It can be stirred by internal stimuli of thirst, hunger, need, etc or with external stimuli of ads.

For example Lipton green tea is a healthy beverage that people can take. Therefore, the buyer can be self-conscious about the benefits of green tea or can get conscious about the benefits through ads. This is the point where the buyer realizes he or she is in need of a green tea.

Slide-4 Information Search

Now we come to the next stage. The buyer knows he is in need of green tea, he will now explore the options that are available to him by conducting some research. it can be either going online or by going to a supermarket that presents various options.

Slide 5 Evaluation of Alternatives

Now the customer will assess all the alternatives that are available and pick the product that will satisfy the needs of the customer in the most suitable manner. For example here in our case the customer will evaluate the pricing and flavors offered by various other brands.

Slide 6 Purchase Decision

This is a very critical point as here the customer will decide whether or not he wants to buy the green tea that is being offered by Lipton brand. He has not yet made the purchase but this stage identifies his final decision whether he will buy or not.

Slide 7 Purchase

Well, this is the time for which all the brands wait for- The purchase. In this stage the customer finally purchases the product after the evaluation of all the options available to him and after research.

Well, I am not done yet. I still have one more stage which is extremely important and that stage is Post purchase behaviour

Slide 8

The post purchase, the customer who had opted for our green tea product will either be satisfied by finding our product to be meeting his expectations or will be dissatisfied with it. This stage will determine whether or not the customer will purchase the product again or not.

Thank you friends. I hope that I was able to illustrate the various stages in a clear and comprehendible manner. Thank you for your patience.

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