The Importance Of Perception In Buying Process

1. Need recognition:

This is the first step in the buyer process where a problem or need is identified by someone in the organization. Problem recognition is determined as the initial stage when a consumer perceives a need and become motivated to solve the problem (Bletch, et al.,2012 ).A Company recognizes the need of buying explosives influenced by various factors namely internal and external factors. The lag between the customer’s actual situation and the ideal situation causes this recognition. Need leads to buying of products and service. Industrial buying decision is triggered by need.

2. Definition of the characteristics of the item needed: In this stage a description of alternative solution is presented and questions like; what does

A recent report on marketingmag .com.au stated that 65% of people stated their online information search on a smartphone, 60% of those people continued their search on a personal computers, while 4 % continued on the tablet devices (salunke, 2012).

Perception plays an important role in buying decision of the consumer. Perception is defined as the process by which an individual receives, selects, organizes, and interprets information to create meaningful picture of the world (bletch et.al 2012) .

Quality perception is subjective Judgment of customers rather than objective reality (Schiffman, Kanuk, & Kumar, 2010 cited by Shrestha, 2013:53) meaning that quality perception is one organizations opinion. Based on the information the organization r has received they build a perception about a product or service. The perception is either good or bad. If the information is received from other organizations of similar business the decision of buying will be objective than one of internal search which is subjective.

5. Acquisition and analysis of

They do trials to make sure that the product or service will give them satisfactory results and there is consistency on the performance. According to Jadoon (2016) trying out the actual product gives the customer the idea of the product and its benefits. Sometimes they order product from different suppliers and they do trials on both products and select supplier based on the best results.

If the product does not perform well during this stage they look search for another supplier.

Post purchase behavior

According to Strydom et al. (2000: 79), after purchasing the product, the buyer will experience some level of satisfaction or dissatisfaction. After the product or service have been purchased and used, consumer assesses the sufficiency with his original needs. By doing that consumer will be assessing if he has made the right decision. Consumers will be either satisfied or dissatisfied. He will be assessing if the product has met his expectations. In support, Lamb et al. (2004: 77) state that when buying products, consumers expect certain outcomes or benefits to accrue from the