Buying Process: Decision-Making

NB: We do not resell your papers. Upon ordering, we do an original paper exclusively for you.

NB: All your data is kept safe from the public.

Table of Contents

Need or Problem Recognition Stage
Information Search Stage
Evaluation of Alternatives Stage
Purchase Decision Stage
Post-purchase Behavior Stage
Reflection
Reference

People make a wide variety of purchases that differ in nature and financial scale every day. Certainly, the more expensive the purchase, the more thorough the decision-making process regarding the purchase of a product or service. Decision-making includes an analysis of various factors, such as the need for a product or service, alternatives, cost considerations, and future use. In addition, in some cases, one may make a purchase of a product with the intention of reselling it in the future, which implies an analysis of other aspects. In such cases, it is necessary to analyze the price change of the product over time and calculate whether the resale will be profitable.

The purchase that was selected for this task, made by the person who was interviewed, is the acquisition of a new smartphone. To do this, one took into account the social, cultural, personal, and psychological aspects influencing the decision. In addition, before buying, the person analyzed a number of factors, such as pricing policy, usage patterns, existing alternatives, and the possibility of resale. In the case of buying a smartphone, primarily, one should give preference to one of the two main existing operating systems, namely Android or IOS. Moreover, it also divides smartphones by design, usage features, quality, and pricing policy.

Talking about the rationale and details of why this product was chosen, one can highlight several aspects. First, the decision-making process involves an analysis of many essential factors that formulate relevance to a given assignment. Further, the smartphone is a significant acquisition to consider taking into account the substantial price of new models. Thirdly, it will be relevant to analyze the choice between the two giants of the smartphone market in terms of the operating system. Further, a detailed description of the consideration of alternatives will help to visualize the decision-making process in detail. Finally, it is important to dissect post-purchase behavior and experiences.

In addition to the above points, the purchase of a smartphone was accompanied by the process of searching for information about the product. This aspect is relevant for consideration in regard to the current topic as it contributes to a detailed disclosure of important factors when buying produce. Searching for information includes finding all the important data about the device that can directly or indirectly influence a decision. It is worth noting that the interviewed person stated about the wide possibilities of finding intelligence about the product due to the Internet. In particular, it includes video reviews and buyer’s reviews that give the opportunity to feel like the person who bought the product.

Need or Problem Recognition Stage

The initial aspect that formulates the beginning of the decision-making and buying process is the need or problem recognition stage. Commonly, it includes any external factors that influence the person and build the reason for which the purchase of a product or service is necessary (Gokhan, 2002). In this case, it was constituted by a common reason, namely the breakdown of the interviewee’s previous smartphone. The main functions, such as Internet access, were out of order, moreover, there were problems with communication and the front camera. In addition, one reported a desire to upgrade the smartphone, regardless of the breakdown, as the processor and speed of the previous device did not satisfy the buyer. Finally, the person had a desire to change the design of their smartphone, which, along with the above points, formulated a need for a purchase.

Talking about the social factors that influenced the need recognition phase, one can highlight several aspects. Firstly, the social factor, taking into account the evidence given by the interviewed person, lies in the desire to receive a product that affects status (Gokhan, 2002). In other words, the selected smartphone has a significant price, and the possession of this device formulates the achievement of certain financial success. Further, the cultural factor is formed by the commitment of the buyer to the community of people who love devices and gadgets. The personal aspect includes the desire to satisfy the above points and enjoy the purchase of quality and well-designed product. Finally, all this articulates the psychological factor, namely, increasing self-confidence due to status, entering the community, and receiving satisfaction from the purchase.

In addition, external factors, namely companies offering their product, can affect the recognition phase. In this case, according to the interviewee, the marketing messages significantly influenced recognition and decision-making. The first marketing message was advertising, namely the presentation of a new model. Having become interested in the device, the buyer decided to search for more detailed information about the smartphone and found that one was satisfied with all the points. Moreover, it formulated the idea that it was time to upgrade the current device. Further, the second marketing message that influenced the need recognition phase was a notification of a promotion for this model. The action consisted of a small discount on the smartphone, however, it eliminated all doubts about whether to buy the chosen device. Thus, advertising became the initial stimulus of the recognition phase, and the action consolidated the idea and decision to buy a smartphone.

Information Search Stage

It is worth mentioning that before the final decision was made by the buyer, a research was performed to find information about the device and the brand. It involved searching for brand history, customer reviews, and company performance. Information search methods invilved video reviews, databases of customer reviews for various services and products, and Internet findings. The types of questions that were asked contain finding for qualitative and quantitative information. For example, product usage statistics, the number of satisfied and dissatisfied customers, breakdown statistics, etc. Among the brands that were researched are competitive companies, namely on the Android operating system. The criteria for finding information included the separation of positive and negative aspects based on reviews and reviews.

Factors that influenced the information retrieval stage include several groups. The first group is formulated by social aspects, which include the risks associated with the search for data (Gokhan, 2002). For example, finding false information that can affect decision making and lead to negative consequences. Cultural factors include the need to be culturally sensitive when seeking information. Thus, a certain feature may seem necessary for the target audience of one country and unnecessary for the audience of another. From a personal point of view, when searching for data, the client should take into account personal preferences and assessment. In other words, the one person’s functions evaluation can be fundamentally different from the assessment of another. Finally, from the point of view of psychological factors, similarly to the previous clause, it is necessary to take into account the personal characteristics of psychology.

The marketing messages that influenced the information search phase include several groups. The first group is formulated by messages sent through advertising. In other words, these are the messages that influenced not only the stage of data search, but also the stage of realizing the need. For example, in one of the messages, the emphasis was placed on the fact that the device itself is large in terms of technical characteristics and has become larger in terms of size. This affected the search for information because, as the interviewee reported, it was essential for one to find a device with a large screen. The next group of marketing messages includes mailing. The buyer was subscribed to alerts about promotions and new models, and after one noticed the alert in the mail about the promotion, one began to look for more information. Thus, one may notice that advertising and mailing lists are an effective way to convey marketing messages to the target audience.

Evaluation of Alternatives Stage

Finding and evaluating alternatives is an important aspect when making a purchasing decision. Therefore, in this case, the intervieved person considered a significant number of alternatives. These included alternative models from Apple and models from various companies on Android operating system. The approximate number of considered alternative devices is 20, and one looked for detailed technical characteristics and reviews of each one. The criterion for evaluating alternatives was primarily the quality and design of the device, since the appearance played a significant role for the buyer. The quality of the smartphone was evaluated using video reviews, customer reviews on various sites, and searching for information on the Internet.

Figure 1. The table shows how the criteria influence the buyer for the final decision

The criteria	Apple(alternative or older models)	Android
Design	High	Low
Technical Characteristics	High	High
Camera	High	Medium
Price	Medium	High
Reviews	High	Medium

The key factors that influenced the evaluation of alternatives include several groups. As it can be noticed in Figure 1, the price had a medium impact on Apple alternatives evaluation and a high impact on Android. In other words, from a social point of view, given the high price of new Apple models and the lower prices of Android models, it had a greater impact on the latter. From a cultural standpoint, when it comes to commitment to a device-loving community, technical characteristics are an important factor. In this aspect, both Apple and Android have had a high impact since most models have high power and a high-quality screen. From a personal point of view, Apple’s design had a much greater impact as it seemed more appealing to the interviewee. Finally, from a psychological standpoint, customer reviews and video reviews had a high impact on Apple’s evaluation and an average on Android.

Despite the fact that among the alternatives, there were other Apple models, in order to consider marketing messages that affect the assessment of alternatives, it is worth considering them from Android. Thus, the main marketing messages from Android smartphones were based on some features of specific companies. For example, some models were much cheaper compared to Apple and based on this, with the help of marketing messages, the attention of the buyer was drawn to this fact. Others had a powerful processor and, in turn, tried to concentrate the buyer on power. Finally, some models had unique design features, and similarly to the previous ones, they drew attention to them with the help of marketing messages. It is these groups of marketing statements that influenced the evaluation of alternatives.

Purchase Decision Stage

After finding information, looking for reviews, and analyzing prices and alternatives, a purchase decision was made. The purchased product is a new iPhone 14 model from Apple, the price of which is $999. Moreover, there was a promotion for this model, and the interviewee reported that the original price was $1,199. Thus, the buyer was able to purchase this model for $200 cheaper, which is a significant factor influencing the decision. The acquisition location is the city of New York, in addition, some other objects were included in the purchase. The bundle included the device itself, a cable, and a package of documentation, which is connected with the company’s environmental protection policy.

The final influence on the purchase decision includes two groups, namely, sometime before the purchase and immediately before. The first group is formulated by the above-mentioned aspects, such as the desire of the buyer to upgrade the smartphone and the breakdown of the previous device. Moreover, the final factor in the decision was the promotion of the device and the consideration of video reviews. The group of factors immediately before the purchase includes the main aspect of the personal use of the smartphone. Thereby, in the store, the last item was the use of a showcase version of the device, which made it possible to check all the functions and see the design live personally. After that, the buyer made the final decision to purchase this model.

Talking about the factors that influenced the purchase phase, one can single out several aspects that are similar to those listed above. From a social point of view, it was confirmed by the desire to increase the status through the acquisition of expensive and high-quality products (Gokhan, 2002). In addition, it can affect the communication of the buyer, as status increases communication, which is also a social factor. The cultural aspect lies in a closer connection with the community of gadget lovers after getting the device. The personal factor includes the desire to satisfy the need for higher technological requirements and to enjoy the aesthetic pleasure of buying a well-designed product. Finally, the psychological point, according to the interviewee, involves the impact of marketing messages, namely advertising and promotions.

Speaking more precisely about the marketing messages that influenced the purchase phase, it is worth noting that advertising has become the most effective one. It is formulated by the fact that the buyer, before noticing the advertisement about the presentation of the new model, was not completely sure of the need. However, after viewing the presentation and more detailed information, there was a need and realization that the previous device could no longer be used normally. In addition, it triggered a decision-making process that was also influenced by the marketing messages (Gokhan, 2002). The final message that contributed to the purchase phase was the mailing about the promotion to the device. Namely, the opportunity to save financial resources when buying this model.

Post-purchase Behavior Stage

Post-purchase behavior is an important and interesting point, containing ambiguous aspects. Certainly, according to the words of the buyer, the first emotions after the purchase included satisfaction and joy. It is stated by the fact that the process from the realization of the need to the purchase phase was significant in time. However, the buyer reported mixed feelings immediately after the purchase, namely doubts about the amount that was paid for the product. In other words, the interviewee began to reflect on whether it was worth spending money on such an object or whether it was necessary to buy a simple and cheap device. However, these reflections were not too long, and after a few days, the buyer was completely satisfied with the purchase, as the functions and performance contributed to pleasure.

Factors influencing post-purchase behavior and feelings are caused by the emotions and results that the buyer receives after the purchase. Thus, from a social point of view, the interviewee reported an increase in self-confidence and communication due to status and having an expensive and well-designed product. The cultural outcomes included more close contact with the community of device owners, where one could read or share useful tips and exchange news. From a personal point of view, the result of the purchase was the pleasure of using the gadget and satisfaction with the functions. However, at the same time, it created some controversial feelings that continued for some time. It also formulates a psychological point of view, namely the personal experience of the buyer.

Marketing messages that have influenced post-purchase behavior include those that contributed to the awareness of the need and the buying phase. Namely, it is advertising and presentation of the product which meets the expectations of the buyer. Moreover, it caused satisfaction as the declared functions and technical characteristics corresponded to reality. In addition to this, the opportunity to save financial resources when buying a device also formulated a positive post-purchase experience. Moreover, as the buyer reported, for the money saved, one got the opportunity to buy a smartphone case, which also increased satisfaction.

Reflection

Experience in this task includes positive outcomes as some skills have been developed. First, one improved communication as one interviewed the buyer and learned how to ask the right questions to get the proper information. In addition, the skill of conducting research and finding the necessary resources was developed. Moreover, the topic is interesting to study as it contains a variety of factors, such as social, psychological, and sales aspects. The prospects that this assignment opens up include a deeper understanding of the topic and the opportunity to engage in the future in the field of sales.

During the disclosure of the topic, it was possible to use the knowledge gained in the class, the theories found, and information from sources and apply them in the analysis of the theme. Namely, the application in different phases and reflection of social, personal, cultural, and psychological aspects. Perspective and process transformation lie in the understanding of the buying and selling process. In other words, it was possible to analyze the buying process more deeply than it was done before. In addition, one discovered for oneself the ways of conveying and types of marketing messages. All these factors are valuable to study and may be useful in the future life in business or work.

Reference

Gokhan, A. (2022). Handbook of research on interdisciplinary reflections of contemporary experiential marketing practices. IGI Global.

Click Here To Order Now!