STEPS IN BUYING PROCESS-Information Search
Information Search:
Once the need is recognised the consumer could search for information which would satisfy his needs. He will be involved in activities which could serve him a solution for his problem. He collects information from various sources which could be normally.
Personal Source: These include family, friends, neighbours, co workers etc…
Commercial Sources: This includes Adds, Sales, Promotional activities, Dealers, Packaging, Displays etc…
Experimental Sources: This includes handling, examining & using the product. This information search takes place a systematic way.
Total Set —- Awareness Set —- Consideration Set —– Choice Set —- Decision
The total set consists of all the brands available in the particular category in the market.
Awareness set constitutes of those brands which the consumer is aware.
Consideration set consists of only those brands which would meet his initial criterion.
The choice set consists of those brands which the consumer feels could satisfy his other criterion.
Decision will be made to buy only one brand from the choice set.
Source: Books & Notes
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By: Management Duniya
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