The Purchase Decision Making Process

The purchase or buying decision-making process involves several steps: identifying a need, searching for information, evaluating alternatives, deciding to purchase, and evaluation following purchase (Du et al, 2007). Mobile phone marketers should provided added value and meet customer needs at each step of the purchase decision-making of the customers.

Step 1: Identifying a need

For a B2C purchase decision making, the customer identifies the need that meets his or her personal needs. On the other hand, the process of identifying needs involves the determination of the benefits of the product or service to the business (Poulos, 2001). For example, a single consumer in a B2C scenario may identify the need for a game app in mobile phones, while a business in a B2B scenario may identify the need for a collaborative app to be used in conferencing and collaborations within the organisation.

Step 2: Searching for Information

B2B and B2C customers search for different information about products and services. Marketers should understand what customers are looking for in order to communicate the right message to different classes of customers (Cheverton & Velde, 2011). For example, B2C buyers look for information about durability, price, product features, colour and shape. In this case, marketers may advertise their products by passing the message that their products come in different sizes, colours and shape; they last for a long time; they have plenty of entertainment apps; and they are cheap. On the other hand, B2B buyers may be concerned about the apps, delivery, warranty and the brand of manufacturers. In this case, the marketers may concentrate in communicating their brand, mission and performance; they may also indicate that the phones are delivered to the customers’ premises, and they come with a one-year warranty.

Step 3: Evaluating Alternatives

After identifying their needs and getting enough information in the market, customers evaluate alternatives based on their needs and information about the sellers. In this case, mobile phone marketers need to provide the best reasons why they should be chosen as the best mobile phone manufacturers. For B2B buyers, manufacturers may argue that they are committed to long-term mutual relationship between the supplier and the buyer. For a B2C buyer, the seller may argue that they offer products with the best features.

Step 4: Deciding to Purchase

When the customer decides to purchase, the seller should provide the customer with good customer service, e.g. free delivery for businesses, and courtesy for individual consumers. Treating the customers appropriately when they make a purchase will motivate them to come back again (Cheverton & Velde, 2011). For B2C, the customer should be welcomed to the premises, shown around, spoken to courteously, and told “thank you” and “welcome again” when they are leaving.

Step 5: Evaluation after purchase

When the customers have made purchase, markets need to evaluate the level of satisfaction of the customer (Du & Rousseau, 2003). For both B2C and B2B, customer survey is an effective tool for evaluation. In this case, the customer is told to fill a simple survey to rate the products and services offered to them.

Leave a Reply

Your email address will not be published. Required fields are marked *