STEPS IN BUYING PROCESS - Evaluation of Alternatives & Purchase Decision - Management Duniya

STEPS IN BUYING PROCESS - Evaluation of Alternatives & Purchase Decision

 Evaluation of Alternatives:

There is no single evaluation process followed by all the consumers. The evaluation method could vary depending up on the individual or the nature of the product. However, it is foremost intention will be to satisfy the need. Secondly, he owned look for the other benefits accompany each product. He would evaluate each brand  assess their abilities & the ultimate satisfaction which could be achieve with that purchase consumers generally evaluate all the brands based on the key attributes and to do so he may unknowingly or knowingly rate the different brands, compare the attributes of each brand in order to arrive at a conclusion.

Purchase Decision:

Generally evaluations of alternatives are followed by the purchase decision. This because once the consumer evaluates the set of alternatives available to him it could be easier for him to reach a conclusion. However, two factors can interfere between the person intension & the actual purchase.

Attitude of Others & Un anticipated Situational Factors

The first factor describes the extent to which the other person attitude influences the choice of the consumer.

And the second factor could be situations which are confronted by the consumer & which could compile him to change his purchase decision.

Source: Books & Notes

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By: Management Duniya