The Buying Decision Process Essay

The Buying Decision Process Essay

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Buyer behavior plays an important role when buyer purchases a product. It is important to satisfy need and want. Likewise, buyers differ in the way they purchase a certain product. Buyer behavior is “the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the buyer and society” (Hawkins & Mothersbaugh, 2013, p. 6). A process that buyer go through in deciding the purchase of product or service to satisfy needs and wants is the buying decision process. Buying decision process is also known as psychological process. Perner (2008) expresses the view that buyer behavior consists of the psychological processes that buyers undergo in need recognition, discover techniques to fulfill the needs, decide purchasing, information interpretation, create plans, and work out with these plans. The buying decision process happens within a buyer every time they decide to purchase product (Young & Pagoso, 2008). As mentioned by Kotler and Armstrong (2010), there are five important steps in buying decision namely recognizing the need, searching the information, evaluating the alternative, purchasing decision and post-purchasing behavior.

The first step in buying decision process is recognizing the need. The need of buying is the stages that required buyer to recognize their needs (Halvadar & Cavale, 2007). Usually, the consumer having a problem when comes to buying process. This is due to the multiple of choices appearing when they want to buy things. Therefore, a dilemma of choosing would happen as a result of inequity between needs and desired situations (Lamb, Hair, & Ma...


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...urchase. Hawkins & Mothersbaugh (2013) stated that satisfaction is including repurchase, positive word of mouth, and loyalty. The occurrence of dissatisfaction situation impact buyer switching to another brand and create a negative word of mouth. O’Neill and Palmer (2004) pointed out that cognitive dissonance occurs when the satisfaction is low and not fulfills their expectation. Kotler and Armstrong (2012,) expresses the view that the satisfaction of customer is a main reason to develop profitable and long-term relationship with buyers. For example, when the car’s performances meet the buyer’s expectation, the level of satisfaction is high. Plus, a seller’s profit increased because of buyer expectation and satisfaction has met. This step is carried out to ensure that the buying decision has effectively achieved its goal in delivering the purpose of message.

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