From the course: Marketing Foundations: Consumer Behavior
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How consumers buy
From the course: Marketing Foundations: Consumer Behavior
How consumers buy
- Customers follow a distinct set of steps when buying anything. That process may take up matter of seconds such as an impulse purchase in a store, or it may take a matter of months like the purchase of a new home or a car. Now typically, those steps are as follows. First is the need recognition phase and that can be triggered internally. For example, if a customer is thirsty, that will trigger a need for some type of beverage but it can also be triggered externally through advertising or other stimuli. If a customer sees a TV commercial for a cold soft drink or perhaps sees a group of people drinking it, those could stimulate the customer to want that same drink. Now the need recognition step is very important because without it, there won't be a sale. The next step is information search. Once customers feel a need to have something, they start gathering information about products. They get information from commercial…