Question 2 (a)

The consumer buying decision process for a smartphone, and for a pen

9 marks

Time to write
About 18 minutes
Topic
Consumer behaviour

Question

Question 2 (a) · 9 marks

Taking a product such as a 'smart phone', explain the consumer buying decision process. Would the stages differ if the product to purchase were a 'pen'? Why?

Reworded from the university paper; the task is the same. The original paper belongs to the University of Delhi. See DU's question bank.

Before you write

Read off the question and its marks

18 minfor 9 marks

Read from the question

  • Would the stages…?A yes-or-no question: answer it in your first line, then explain why.
  • WhyReasons, not a description: each reason explained in a line or two.
  • processA process: the steps in order, one heading each.

Write it in this order

  1. Read; underline the asks; jot your points 1 min
  2. 1 The five stages explained for a smartphone 6 marks 11 min
  3. 2 How and why the stages differ for a pen 3 marks 5 min
  4. Check: every ask answered, key terms underlined 1 min

Short on time? Trim steps 1 and 2 evenly rather than skip one: each is capped at its own marks.

Try it first. About 18 minutes for 9 marks. Write it out, then open the solution.

Solution

Hover or tap a marked figure, like 72,000, to see how it is made and where else it appears.

The buying decision process for a smartphone

A smartphone is a costly, technical, high-involvement purchase that the buyer makes only every few years. The buyer therefore usually passes through all five stages of the process.

Picture itThe consumer buying decision process for a smartphone, and for a pen

1The old phone dies mid-call, again—Sunita has had enough.

Need recognitionThe old phone has become slow, its battery fails, its screen breaks.

2On the bench, with husband and daughter, she asks everyone what they use.

Information searchThe buyer collects information from personal sources (friends, family, colleagues).

3Three boxes, one notebook: price, camera, battery, side by side.

Evaluation of alternativesThe buyer compares a short list of models on attributes such as price, camera, battery.

4Card out, the chosen box crosses the counter.

Purchase decisionThe buyer decides on the brand, model, seller.

5The first family selfie decides it: she chose well—and tells her friend so.

Post-purchase behaviourAfter use the buyer is satisfied or dissatisfied.

  1. Need recognition. The buyer feels a gap between the present and the desired state: the old phone has become slow, its battery fails, its screen breaks, or a friend's new camera phone creates a desire. Advertising and festive-season offers can also trigger the need.
  2. Information search. The buyer collects information from personal sources (friends, family, colleagues), commercial sources (advertisements, brand websites, retail staff), public sources (online reviews, YouTube videos, comparison sites) and experience (handling phones in a showroom).
  3. Evaluation of alternatives. The buyer compares a short list of models on attributes such as price, camera, battery, processor, storage, brand image, after-sales service and resale value, gives each attribute a weight and forms a preference.
  4. Purchase decision. The buyer decides on the brand, model, seller (online or a store), time (often a sale) and mode of payment, such as a no-cost EMI. Others' opinions or an unexpected event, such as a price change, can still alter the decision.
  5. Post-purchase behaviour. After use the buyer is satisfied or dissatisfied. Because the purchase is costly, the buyer may feel doubt (cognitive dissonance) about whether the right choice was made; reassurance, good service and positive reviews reduce it. A satisfied buyer recommends the brand and buys it again.

Would the stages differ for a pen?

Yes. For an ordinary pen the stages are usually shortened or skipped. The buyer recognises the need (the pen has run out), and then moves almost directly to purchase, buying a familiar brand from the nearest shop. Information search and evaluation are minimal or absent, and post-purchase evaluation is slight.

Why

  1. Involvement. A pen is a low-cost, low-risk, frequently bought item; a smartphone is costly and risky. Low involvement leads to routine, habitual buying.
  2. Price and risk. A wrong pen costs little; a wrong phone is an expensive mistake, so buyers take more care.
  3. Brand differences. Ordinary pens differ little, so careful comparison is not worth the effort.
  4. Experience. The buyer has bought pens many times and already knows what to choose.
  5. Availability. Pens are sold everywhere, so the buyer takes what the nearest shop has rather than searching.

For the marketer, this means that a smartphone brand must invest in information, reviews and showroom demonstration, while a pen brand must rely on wide availability, visible display and a familiar name.

An exception proves the point: a costly fountain pen bought as a gift may again involve search and evaluation.

Where the 9 marks sit

#ComponentMarks
1The five stages explained for a smartphone6
2How and why the stages differ for a pen3
Total9
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