Question 2 (a)

The consumer buying decision process for a washing machine

9 marks

Time to write
About 18 minutes
Topic
Consumer behaviour

Question

Question 2 (a) · 9 marks

Taking as reference a consumer durable product, such as a washing machine, describe the different stages of 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

  • 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 4 marks 7 min
  3. 2 Evaluation, purchase decision 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

A washing machine is a consumer durable: costly, used for many years, bought infrequently and available in many brands and types (semi-automatic, fully automatic top-load and front-load). The purchase carries financial and performance risk, so a buyer is usually highly involved and is likely to pass through all five stages of the buying decision process. The stages are illustrated through a family, the Mehtas, replacing their old machine.

Picture itThe consumer buying decision process for a washing machine

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 buying decision process

  1. Need recognition. The process begins when the buyer senses a difference between the actual and the desired state. Example: the Mehtas' semi-automatic machine breaks down often, consumes a lot of water and needs manual effort; with both parents working, they want a machine that saves time. A festive-season advertisement adds a trigger. Marketer's role: show how a new machine solves such problems: time saving, water saving, gentle care.
  2. Information search. The buyer gathers information from personal sources (relatives and neighbours who own machines), commercial sources (advertisements, brand websites, showroom staff), public sources (online reviews, ratings, consumer magazines, comparison videos) and experience (inspecting machines in stores). Example: the Mehtas ask neighbours, read reviews on shopping sites and visit two electronics showrooms. Marketer's role: ensure good reviews, clear specifications and well-trained showroom staff.
  3. Evaluation of alternatives. The buyer compares a shortlist of models on attributes such as type (top-load or front-load), capacity, wash programmes, water and energy efficiency (star rating), price, brand reputation, warranty (especially on the motor), after-sales service and installation. Each attribute is weighted. Example: the Mehtas give most weight to a 7 kg capacity, energy efficiency and service network, and shortlist two front-load models. Marketer's role: highlight strengths on key attributes and offer demonstrations.
  4. Purchase decision. The buyer chooses the brand, model, store (online or offline), time (often a festival sale) and payment method (no-cost EMI, exchange offer). The intention can still be changed by others' opinions or unexpected factors such as a stock-out or a better offer elsewhere. Example: the Mehtas buy from a local dealer who offers an exchange price for the old machine, free installation and an extended warranty. Marketer's role: easy finance, exchange offers, prompt delivery and installation.
  5. Post-purchase behaviour. After use, the buyer compares performance with expectations. Satisfaction leads to repeat purchase of the brand and recommendations; dissatisfaction leads to complaints and negative reviews. Doubt after a big purchase (cognitive dissonance) is common. Example: the machine washes well and the service engineer visits for a demonstration; the Mehtas post a good review. Marketer's role: follow-up calls, quick service, user guidance and warranty support.

Conclusion

For a washing machine, every stage of the process is extended and deliberate. Marketers who support the buyer at each stage, from recognising the need to using the product happily, win both the sale and the buyer's future loyalty.

Where the 9 marks sit

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