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Consumer purchase process

Problem or Need Recognition
How do you decide which particular product or service to purchase? It could be that your Blu-Ray DVD player stops working and you now have tolook for a new one; otherwise you will not be able to play your Blu-Ray films So you have a problem or a new need. This is the first step in the consumer buying process.
Information search
So wehave a problem, our Blu-Ray player no longer works and we need to buy a new one. What is the solution? Yes go out and purchase a new one, but which brand? Shall we buy the same brand as the one thatblew up? Or stay clear of that just in case the new player experiences the same problems as the old one? Consumer often go on an information search to help them choose their product. Sources ofinformation include family, friends, retail staff and in this digital age the internet. The internet contains information about products (specifications), product reviews and online product forums.Information search may involve a visit to a retail store to view products that the consumer is interested in puchasing. In our example the consumer is on an information search to solve an immediate problem;they intend to make a purchase at the end of the process. Consumers also acquire and store information for future purchases. Firms will take such consumers into account when designing their marketingstrategies, in the hope that when such a consumer is ready to buy they will use the "stored" information about their product into account and buy their products.
Evaluation of different purchaseoptions
So what Blu-Ray DVD player do we purchase? Will it be a Sony, Toshiba or Samsung player? Consumers often create a point system in their minds where products are scored based on how many of theirfeatures appeal to them. So for one customer, brand may be more important then price and for another customer product appearance may be important. In the case of a DVD player consumers may be...