TO BUY OR NOT TO BUY

Buying something is the only visible part of a more complex decision process. Consumers create this process each time they buy something.But what happens before and after this purchase? What are the factors that influence the decision making process?

There are actually five stages that lead a shopper to buy a new product. First of them is (1) ............................................. It is the most important step in this process because you ought to decide if you need it or not. If there is no need, there is no purchase. For example, you live in the countryside, and you have to travel 3 hours a day to go to work by public transportation. However, by car, it takes only 20 minutes. Then you realize that it is a need and you have a buying behaviour. At this point, the price is, of course, important.

When you find out if you need it or not, the second step is (2) .............................................. You start looking for information about possible alternatives. If you have information about the product or the brand, then you decide easily, but if not, then you start asking your friends or family, other consumers of this product or search on the internet.

The following step is (3) .............................................. When you collect the information, you can evaluate the different alternatives, choose the most suitable or best product for you. At this stage, the consumer may choose a product depending on its brand, price or past experiences.

After the consumer evaluates the different alternatives and products available, he will choose the product or brand that is most suitable to his needs. This step is called (4) .............................................. Now the consumer’s buying will depend on the previous stages. But the quality of his / her shopping experience, the quality of the store or online shopping website, the promotion options and return policy may influence his / her buying decision.

The last step is (5) .............................................. When the consumer buys the product and uses it, he / she will evaluate if he / she has made the right decision or not. He / She will be either satisfied or disappointed and this will affect his / her future decisions and behaviour. This stage has important results for the brand because the consumer may suggest buying that product to his / her family and friends or on social networks or warn them to stay away from the brand or product.