Question 3 (b)

Stages of the consumer buying decision process for an electric passenger car

9 marks

Time to write
About 18 minutes
Topic
Consumer behaviour

Question

Question 3 (b) · 9 marks

Using the example of an electric passenger car, briefly explain the stages in the Consumer buying decision process.

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

  • Using the example of an electric…Tie every point to the example given: the electric passenger car.
  • processA process: the steps in order, one heading each.
  • brieflyShort headed points, no long paragraphs.

Write it in this order

  1. Read; underline the asks; jot your points 1 min
  2. 1 Need recognition and information search 4 marks 7 min
  3. 2 Evaluation, purchase and post-purchase behaviour 5 marks 9 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.

Introduction

An electric passenger car is a high-priced, technically complex, infrequent and risky purchase. Buyers are highly involved and see large differences between brands, so they go through all five stages of the buying decision process with care. The marketer's task is to understand and support each stage.

Picture itStages of the consumer buying decision process for an electric passenger car

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.

Stages in the buying decision process

  1. Need recognition. The buyer becomes aware of a need: the family has grown, the old petrol car is costly to run or due for replacement, fuel prices have risen, or the buyer wants a cleaner, modern car. External triggers include advertisements, a neighbour's new electric car, government incentives or a test-drive event. Marketer's role: highlight running-cost savings and environmental benefits to awaken the need.
  2. Information search. The buyer actively seeks information on driving range, charging time, battery warranty, safety rating, price and incentives, and charging options at home and on highways. Sources include family and friends (personal), dealers, brochures and brand websites (commercial), automobile reviews, comparison sites and owner forums (public), and test drives (experiential). Marketer's role: provide clear online range and cost calculators, reviews and test drives.
  3. Evaluation of alternatives. The buyer compares a short list of models, including electric models of different makers and possibly petrol or hybrid cars, on attributes such as price, range, charging speed, space, safety, features, service network and resale value, and weighs them according to personal priorities. Marketer's role: stress the attributes on which the brand is strong and reduce perceived risk with battery warranties and buy-back assurances.
  4. Purchase decision. The buyer chooses the brand, variant, colour, dealer, finance scheme and time of purchase. The intention can still be changed by others' opinions (a family member's doubts about range) or unexpected factors (a price rise, a long waiting period, a better loan offer). Marketer's role: attractive finance, quick delivery and help with home-charger installation.
  5. Post-purchase behaviour. After delivery the buyer compares actual range, charging experience and service with expectations. Satisfaction leads to recommendations and positive reviews; dissatisfaction leads to complaints and negative word of mouth. Because the purchase is large, cognitive dissonance is likely. Marketer's role: follow-up calls, owner communities, app support, timely service and software updates.

Conclusion

For an electric passenger car, every stage is extended and carefully considered. Marketers who address buyers' concerns about range, charging and resale at each stage can turn interest into purchase and owners into advocates. Each satisfied owner also becomes a source of information for the next buyer's search stage, so the process feeds itself.

Where the 9 marks sit

#ComponentMarks
1Need recognition and information search4
2Evaluation, purchase and post-purchase behaviour5
Total9
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