Role Play "Buying Decision Behavior" - Essay Sample

Introduction

Variety-seeking purchasing behavior happens typically when a customer is participating in the purchase process, and there are many different brand variations. Therefore, there is a low cost of changing products, making the consumer move from one brand to another, mostly out of boredom. For instance, when a consumer needs a good smartphone, he or she would look for different varieties until he or she picks the best one (Akkucuk & Esmaeili, 2016). There are five different buying stages that the consumer would pass through before making the last buying decision. These stages include needing recognition, data search, alternative evaluation, purchase decision-making, and post-purchase behavior as discussed in this paper.

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When a consumer wants to buy a smartphone, the process begins when the individual realizes the need to purchase such a product. It happens either through product marketing or by a personal demand for a good smartphone. Such awareness is what is known as problem recognition. Problem recognition is what ignites the information search process. After the consumer has found out that the current smartphone or any other phone is not the way he or she wants it to be, the individual would have recognized the problem (Lantos, 2015). The person would look for information in the process of solving the problem. Pre-Purchase research is essential because the consumer will go to the market with an informed opinion. After an information search, the consumer now has to evaluate the available smartphone alternatives because the individual has a variety-seeking behavior. At this stage, the person's intention to buy a new smartphone is very strong, and it is only the different brands that are confusing him or her. After the evaluation process, the product choice comes next, and the customer has to choose among the options, the best smartphone to buy. After the purchase, the customer can develop post-purchase behaviors. The individual can be pleased with the product or have negative thoughts or regrets about it and also the company that makes or sells the phones. The outcome will determine whether the consumer will repurchase the brand in the future or not (Akkucuk & Esmaeili, 2016).

Conclusion

In conclusion, billions of smartphones are already in the market today and purchasing one would make a consumer to develop a variety-seeking purchasing habit. Therefore, most companies have become competitive so that consumers might spend less time before making purchasing decisions.

References

Akkucuk, U., & Esmaeili, J. (2016). The Impact of Brands on Consumer Buying Behavior. International Journal of Research in Business and Social Science (2147-4478), 5(4), 1-16. Retrieved from http://ssbfnet.com/ojs/index.php/ijrbs/article/view/100

Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing managers. Routledge. Retrieved from https://www.taylorfrancis.com/books/9781317473848