Consumer Buying Decision Process and Consumer Problem Solving Process

The consumer buying decision process consists of 5 stages: problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation. This is a process that people make when they realize there is a problem and they need to address it. This process can be broken off at any point when the consumer decides it is not worth it.

Do you really think we go through this process all the time? I think it all depends on what kind of problem solving response we use. If we use the routinized response-where we don’t have to think much about buying frequent, low cost items-then I feel we can skip through stages of this decision process. For example, we realize we’re out of ketchup. Once we recognize this problem, we go to the store and buy another bottle, skipping over the information search and evaluation of alternatives. This makes purchasing the item easier and eliminates the cognitive dissonance in the postpurchase evaluation. The 2 topics of consumer problem solving process and consumer buying decision process are heavily intertwined. I personally feel in some cases you have to use one in order to finish the other.

For instance, another example would be buying a new car. You would definitely use the extended problem solving process for this because you would want to make sure you’re getting the best deal possible. You would recognize the problem of needing or wanting a new car and start into the information search. This process would be extremely important because you would want to be well educated before spending a lot of money. You would definitely take into account all of the possible influences that affect this process. You would be aware of your physical surrounding; an SUV might be more practical than a Lexus, you would take into account your role and your family; a 6 passenger vehicle would be better for kids than a coupe; and you would also rely on your own perception and motives. Once you figured out what you were looking for you would engage in evaluating alternatives, something that is done in the buying decision process and in extended problem solving. One brand may have more features than another, or a certain brand may have a higher level of safety and customer satisfaction than a leading competitors. Once you eliminated alternatives you then purchase the car (product) and start on the postpurchase evaluation. Depending on the frequency of the item or the amount of money spent, you might run into more cognitive dissonance. You probably wont feel as guilty buying a bottle of ketchup as you might buying a $70,000 Lexus.

Depending on which problem solving process you use, it depends on how in depth your buying decision process is. When you constantly or frequently purchase an item I feel there is no subconscious process, you buy it and go; you don’t think twice about it. But the items that are purchased less frequently or even rarely, you engage in deeper levels of problem solving and buying decision processes.

How do you feel? Do you feel we always engage in the processes whether we know it or not?