Question 1 (b)

The consumer buying process, with an example

9 marks

Time to write
About 18 minutes
Topic
Consumer behaviour

Question

Question 1 (b) · 9 marks

With an example, explain the consumer buying 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

  • exampleExamples are asked for: one short example with each point.
  • 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 Need recognition and information search 3 marks 5 min
  3. 2 Evaluation of alternatives and purchase decision 3 marks 5 min
  4. 3 Post-purchase behaviour, with the example throughout 3 marks 5 min
  5. Check: every ask answered, key terms underlined 2 min

Short on time? Trim steps 1–3 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

The consumer buying process is the sequence of stages a buyer goes through in deciding to buy a product. It begins long before the actual purchase and continues after it. For complex, costly purchases the buyer passes through every stage; for routine purchases some stages are skipped. The stages are explained below with the example of a student, Ananya, buying a laptop for her college studies.

Picture itThe consumer buying process, with an example

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 of the consumer buying process

  1. Need (problem) recognition. The process starts when the buyer recognises a gap between the actual and the desired state. The trigger may be internal (a felt need) or external (an advertisement, a friend's purchase). Example: Ananya joins a B.Com course that requires online assignments and spreadsheets; her family's old desktop is slow and shared, so she feels the need for her own laptop. Marketer's task: identify the triggers and create messages that activate the need, such as back-to-college campaigns.
  2. Information search. The buyer looks for information about possible solutions. Sources are personal (family, friends, seniors), commercial (advertisements, brand websites, sales staff), public (online reviews, comparison sites, videos) and experiential (trying the product in a store). Example: Ananya asks seniors which laptops they use, watches review videos and visits two electronics stores. Marketer's task: be present in the sources buyers trust, with clear and favourable information.
  3. Evaluation of alternatives. The buyer compares brands on the attributes that matter and forms preferences. Example: Ananya shortlists three models and compares price, battery life, weight, processor, storage, after-sales service and student discounts. Battery life and price matter most to her. Marketer's task: stress the attributes buyers value most and show the brand's strength on them.
  4. Purchase decision. The buyer forms a purchase intention and decides on brand, model, seller, time and payment. Two factors can intervene: the attitudes of others and unexpected situational factors. Example: Ananya prefers one model, but her cousin warns about its service; then an online sale offers a no-cost EMI on another brand, and she buys that. Marketer's task: reduce perceived risk with warranties, financing and easy returns.
  5. Post-purchase behaviour. After buying, the consumer is satisfied or dissatisfied, depending on whether the product meets expectations. Costly purchases often cause cognitive dissonance: doubt about whether the right choice was made. Example: the laptop's battery lasts a full college day, the brand sends a welcome message and free antivirus, and Ananya recommends it to classmates. Marketer's task: deliver on promises, follow up, handle complaints quickly and encourage reviews.

Conclusion

The buying process shows that marketers must influence the buyer at every stage, from awakening the need to building satisfaction after the sale, and not only at the moment of purchase.

Where the 9 marks sit

#ComponentMarks
1Need recognition and information search3
2Evaluation of alternatives and purchase decision3
3Post-purchase behaviour, with the example throughout3
Total9
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