At this stage, abuyer perceives a need or a problem or reacts to a marketing stimulus. Aperson may seek information from limited sources unlike in high involvement where various sources are considered. Tis is followed by the evaluation stage where the consumer chooses between alternative brands, poducts and services. I the case since the product is low involving, te customer carries out simple evaluation. Ater the evaluation, te customer makes a purchase decision basing on the gathered information. Tis is followed by post-purchase decision (cognitive dissonance) which is stage of the decision-making process.
Tis is mostly common in consumers who express a lot of concern after making a buying decision. Ater buying a product, te customer may feel that the alternative product could have been the better. Snce this was a low involvement buying decisions, te customers will have limited alternatives to compare with thus there is low cognitive dissonance (Peter, 2008). Tere are differences that are seen in both high and low involving products. A far as a high involving product is concerned, iformation can be various ways.
Fr instance, prson may seek information from personal sources i. fom friends; fmily members, nighbors or from commercial sources i. fom salespeople, avertising, pint-of-sale displays retailers and dealers. O the contrary, lw involvement products only require one or few sources of information concerning certain brand. Te model of buying behavior of the customer has several implications to a marketer. Dring the information search process, te marketer has to identify the influential information that might affect the purchase of the potential customers. Frthermore, i helps a marketer understand consumer’s evaluation process so as to meet the needs of those who are in various buying situations.
Fr instance, i high involving decisions, te marketer has to provide a good deal of information concerning the positive impacts of making a purchase. Te sales executive has to stress the key characteristics of the product, te advantages of the product as compared to those of the competitors and even motivate the customer to try purchasing the product with the intention of securing a product (Foxall, 2000). Tis model is useful during post-purchase stage.
I assists the marketing executives in persuading the. ..
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