“Describe the major stages in the consumer buying decision process, and discuss their importance for purchasing a book. What might be the impact of the Internet on the purchase?”
The consumer buying decision process can be explained through six different steps. The different steps overlap frequently and are not isolated. Two or more steps in the process may also take place at the same time. The process of buying a book is what we call a routine purchase or in other words a low-involvement process.
Need Recognition
The first and most important step in the buying decision process of a book is the recognition of need. These needs are recognized whenever consumers get aware that there exists a disparity between their current situation and some desired goals. The problem recognition motivates the individual to achieve the desired state of affairs. The disparity arises from several different reasons. A book may serve as tool to make a journey “faster” and more pleasant by entertaining you, it may be essential for your current academic situation or it can serve as a supplementary with another product or service. The need for special knowledge in order to satisfy certain needs may recognize the need for a book. This can for example be a book for traveling, food, DIY and other purposes. Internal or personal influences are the unique needs, perceptions, motives, values or characteristics consumers have. External or interpersonal factors that often have a great influence are friends, business associates and magazines. As we will see later when all the steps are individually explained, many of the steps in the “book” buying decision process can take place at the same time.
The Research paper on Rural-Urban Differences In Consumer Decision Making In South Africa
ABSTRACT: The study examines Rural and Urban differences in consumer decision making in Makana Municipality in the Eastern Cape Province, South Africa. There are factors which impact upon What,When,Where, and Which Brand will purchased by the consumer. The participants in this study will be family units in Grahamstown and the Albany district i.e. (Seven Fountain, Alicedale, Salem) in South Africa. ...
The Search Process
Search is the second step in our process. This is the step in which the consumer gathers information related to the product or service that was found needed in our first step. As purchase of a book is a low-involvement purchase, the search step is not as extensive compared to high-involvement purchase decisions. But say someone was about to invest in a dictionary series; this would be a high-involvement decision process. Due to large differences in quality and price, the information search Tactics">search process would be much more extensive compared to the purchase of single book. But some form of search will in most cases take place. Before buying a book, one usually ask friends or read book critics in order to find out more about the book. It is very hard to isolate different types of search concerned with the purchase of a book and this is mainly due to the wide differences of books and that almost every book got its own special features. However, we know for a fact that consumers often return to authors that they have good experience with. In the process of buying a book, consumers are usually very focused, so the search phase in many cases will not have the opportunity to unfold itself. If one were supposed to buy an academic book, there would be a variety of books offering the same knowledge. In this case one would undertake a more extensive search of the different products. In marketing this selection of products is often referred to as “the evoked set”.
Alternative Evaluation
The third step in the process takes place after the evoked set is chosen. An alternative evaluation will seek to evaluate the different books according to the special criteria’s they want to fulfill. These criteria’s are called the evaluative criteria, and they could concern hidden costs and extra material. If we go back to the example of the academic book, one would investigate if a workbook is offered within the book, or if it is sold separately. The second and third steps are overlapping because some evaluation might take place during the search process. You can also connect the first step to the third. Some criteria’s can be decided in the first step, but generally the decision criteria’s considered in the third step are more specific.
The Review on Book Report Step Mom
A tiny town in Connecticut. Is this setting of Among Friends by Caroline B. Cooney. The time of year is from the beginning of the school year, to the end of the school year. The main characters in this book are Jennie, Paul, Emily, Hillary, Jared, and Ansley. All the main characters are juniors in high school. Jennie is part of the awesome threesome. She always gets good grades on tests even if ...
Purchase Decisions And Purchase Act
This step occurs when the “evoked set” has been considered and been narrowed down to one. This is where the consumer decides the purchase location. There are some characteristics in which consumers tend to consider in order of choosing the “right” store; location, price, assortment, personnel, store image, physical design and services are aspects to take into consideration.. It is also worth mentioning that marketers can help smooth the process of purchase by offering finance and delivery.
Post-purchase Evaluation
This is the final step in the buying decision process. According to Boone & Kurtz, the consumer after a purchase will feel either satisfaction or dissatisfaction. I strongly believe that there is a step between these two states of mind. Sometimes consumers can have mixed views, both positive and negative feelings to the purchase, or even sometimes neither. But generally consumers are satisfied whenever a purchase meets their expectations. The negative feelings, or anxieties, concerned with a purchase are called cognitive dissonance. It’s a psychologically unpleasant state that can be caused by an imbalance among a person’s knowledge, beliefs and attitudes. This step in the process is not very important when a low-involvement purchase have been made. But the higher the price is, the higher this cognitive assonance will be. With a book, there is not much else than the book’s contents that could offset such reactions just explained.
As we can see, the importance of each step in this process strongly depends on the whether the purchase is a low- or high-involvement purchase. In some cases one or more steps even can be totally unapparent, and in other cases several steps can take place simultaneously.
The Term Paper on Electronic Publishing Information Internet Book
1 Introduction Ever since publishing was first invented a long time ago, there have been two main obstacles to overcome. The first is the limited audience that will see the published material, with the second being having to frequently update the documents. Now with the invention of electronic publishing and the Internet, these problems have been solved. Publishing documents electronically on the ...
As earlier mentioned, almost every book on the market got at least one special feature to itself, and the different purposes for buying a book are also extensive. Together these to aspects make it difficult to evaluate the importance of each step. On the one hand, a book may be bought as an impulse purchase, which leaves little room for extensive search, alternative evaluation, purchase decision and post-purchase evaluation. On the other hand, a book or a book series may be a high-involvement purchase. In this case the importance of each step will increase. I addition to these aspects, the internet is becoming more important in the decision buying process. This will be further explained in the second part of the essay.
Internets Impact On The Buying Decision Process
The internet has two main impacts on the buying decision process. The first is the information search. Internet is an external source in the information search process. Nowadays, every respected search engine, like “Lycos” and “Excite” have an extensive network for people that are interested in books. Here you can search on literarily any book that have been published, and the internet will supply you with data such as; name of author, number of pages, date of publication and price. Another upcoming feature to the internet is whenever you search for a word using one of the search engines, you will be provided with books that might be useful or of interest to the search. Internet companies like “Amazon.com”, that are offering all varieties of books, has become goldmines. It’s also possible for potential buyers to search for critics from independent sources on titles. Secondly, internet has a great impact on the purchase decision, and one can do the entire process via the internet. The problem recognition is more likely to arise from another source, but you can use the internet from the information stage to the post-purchase evaluation.
It is important to clarify that the use of internet does not eliminate other methods of search. However, it is a good and convenient way to find information that can make the buying decision process easier and more effective.
The Essay on The Decision Making Process How Communication Is Important
Good decision making is an essential skill for career success generally, and effective leadership particularly. If you can learn to make timely and well-considered decisions, then you can often lead your team to spectacular and well deserved success. However, if you make poor decisions your organization can tumble. Regardless of the size of business you are in whether a large corporation, a small ...
Books are one of the most popular products traded and bought via the internet and the market is experiencing constant growth. However, there is a paradox to this increasing use of the internet. In some distant future, “books” will be published on the internet, i.e. Stephen King’s recent works. The result of this: Books, like we know them today will no longer be a part of our life as we move further into hyperspace.
Bibliography
Consumer Behaviour, David L. Loudon & Albert J. Della Bitta
Consumer Behaviour and Marketing Action, Henry Assael
Contemporary Marketing, Louis E. Boone & David L. Kurtz
