At this stage, a buyer perceives a need or a problem or reacts to a marketing stimulus. A person may seek information from limited sources unlike in high involvement where various sources are considered.This is followed by the evaluation stage where the consumer chooses between alternative brands, products and services. In the case since the product is low involving, the customer carries out simple evaluation. After the evaluation, the customer makes a purchase decision basing on the gathered information. This is followed by post-purchase decision (cognitive dissonance) which is the final stage of the decision-making process. This is mostly common in consumers who express a lot of concern after making a buying decision. After buying a product, the customer may feel that the alternative product could have been the better. Since this was a low involvement buying decisions, the customers will have limited alternatives to compare with thus there is low cognitive dissonance (Peter, 2008).There are differences that are seen in both high and low involving products. As far as a high involving product is concerned, information can be sought through various ways. For instance, person may seek information from personal sources i. from friends; family members, neighbors or from commercial sources i. from salespeople, advertising, point-of-sale displays retailers and dealers. On the contrary, low involvement products only require one or few sources of information concerning certain brand.The model of buying behavior of the customer has several implications to a marketer. During the information search process, the marketer has to identify the influential information that might affect the purchase of the potential customers. Furthermore, it helps a marketer to understand the consumer’s evaluation process so as to meet the needs of those who are in various buying situations. For instance, in high involving decisions, the marketer has to provide a good deal of information concerning the positive impacts of making a purchase. The sales executive has to stress the key characteristics of the product, the advantages of the product as compared to those of the competitors and even motivate the customer to try purchasing the product with the intention of securing a product (Foxall, 2000).This model is also useful during the post-purchase stage. It assists the marketing executives in persuading the
Foxall, G. (2000). Consumer Psychology in Behavioral Perspective; London: Routledge.
Peter P. J (2008). Consumer Behavior and Marketing Strategy: Singapore: McGraw Hill
Schiffman L. G (2007). Consumer Behavior: New Jersey: Prentice Hall
Schultz, J., 2006. Vehicle of the self: The social and cultural work of the H2 Hummer. Journal of Consumer Culture, 6, (3) 57-86.
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