Buying decision process

Buying Decision process

Customer’s buying decision is always volatile and it takes a rigorous marketing technique to impact customer’s buying behavior.

There are various factors that influence customer buying behavior.

CULTURAL, SOCIAL AND PERSONAL:-

·       Culture which impact a person’s wants and behavior. From beginning a child acquires a set of values, perception and preferences through his family or specifically from his parent.

·       Social factor affects during grown-up and growth stages. So, youths are more affected by social factors.

·       Some of the factors that affect personally and change the buying decision individually.

 Some advertisements affecting above factors

In this advertisement Colgate is not targeting  child but targeting their parents to use Colgate regularly as it is approved by dentists and contains fluoride for better and stronger teeth. Here Colgate is influencing a cultural factor that may change habit of kids to use Colgate, regularly advised by their parents .

In this advertisement Colgate is targeting youths and tries to influence them by showing how freshness affects personality.

 For above two advertisements Colgate is targeting specific problems faced by customers.

In first case for sensitive pro it tried to convince general public that if you have sensitive problem in your teeth this product is definitely for you .they are using different individuals in their add to make believe yourself that if you have a problem like them you can follow what they do and feel better.

In the second add it tries to show the smile of a renowned celebrity and her whitening teeth. this  add caries the message for it’s customer is that get a visible white teeth like your loved icon and gain some reputation by smiling freely with your visible smile .it also give guaranty to make your teeth one shade whiter   in one weak which gives some type of assurance in customers to buy this product.

PSYCHOLOGICAL PROCESS:-

Even Colgate is a oral care product .some amount of process involved in “what to buy” in consumer mind thus affecting psychological process of buying. This is where MASLOW’S hierarchy of need plays an important role.

How memory affecting buying decision

The Buying Decision Process: Five Stage Model

PROBLEM RECOGNITION-In Colgate case the need to use toothpaste as a oral care product or medicine .This is where the customer will recognize the problem.

INFORMATION SEARCH-Colgate is a premium toothpaste brand and well known among Indians. But with growing market competition it needs to update customer everything that happens with its product like “why-how-who-which-what”.

EVALUATION OF ALTERNATIVES-In competitive market Colgate is doing good practice by regularly introducing variety of sub-categorized product to give its consumer a multidimensional platform to choose different sub-categorized product.

PURCHASE DECISION-In above stage the consumer has already made perception about various brands and has an intention of buying the most preferred brand. With customer friendly pricing and options of buying in various quantities along with brand image will help the customer in finally choose COLGATE toothpaste as a solution to his problem recognition.

POST PURCHASE BEHAVIOR-After consumer has bought Colgate toothpaste, the marketer needs to look at customer’s post purchase satisfaction. so that consumer buy their toothpaste again and again. If the customer happy with the product then need to maintain that product quality with some additional value to make customer slightly more happy and if customer is not satisfied company should try to find out the problem and solve them as soon as possible. They should try to maintain a relation with customer so that every development in both sides can be visible to each other thus may make customer loyalty.