Consumer Behavior: From Need Recognition to Post-Purchase

Understanding the Consumer Purchase Decision Process

1. Recognize the Need

We experience a need when we sense a gap between our current state and a desired state. Needs can be categorized as follows:

• Physiological Needs: These relate to basic survival for individuals (e.g., thirst, fatigue, housing) and businesses (e.g., customers, suppliers).
• Security Needs: The need to feel protected. For individuals, this might involve insurance or medical care. For businesses, it could mean recovery of arrears or financial stability.
• Membership Needs: The need to belong to or be part of a group. For example, belonging to a union.
• Esteem Needs: The desire to be accepted and respected. For individuals, this might involve projecting a certain image. For businesses, it could relate to management style.
• Self-Actualization Needs: The drive to achieve one's full potential and aspirations. For example, moving up to a higher category in a business.

2. Search for Information

Consumers gather information from two primary sources:

• Internal Information: This refers to memory, past learning, and prior purchase experiences.
• External Information: This involves seeking information from family, friends, the internet, and other external sources.

3. Evaluation of Alternatives

Once the consumer has gathered information about their needs, they evaluate different brands and prices. They will distinguish the product they are most interested in from others.

4. Purchase Decision

This is the point where the consumer decides whether to buy the product that most interests them and fulfills their needs. Different types of purchases include:

• Impulse Purchase: A sudden craving that is not premeditated.
• Spontaneous Purchase: Occurs when one wants to indulge in a treat.
• Opportunity Purchase: Taking advantage of a unique opportunity or a good deal to save money.
• Remembered Purchase: When seeing a product reminds you of a need.
• Routine Purchase: A regular purchase for a family necessity.
• Concrete Purchase: Loyalty to a specific brand.
• Reflective Purchase: Choosing a product when brand preference is indifferent.

5. Post-Purchase Behavior

After purchasing and using the product, consumers evaluate the results. This leads to three possible outcomes:

• Learning: Occurs when a consumer's initial concept of a product changes after using it.
• Satisfaction/Dissatisfaction: A positive or negative feeling based on the product's performance.
• Cognitive Dissonance: Doubt or uncertainty that arises after using the product.

5.3 Roles in the Purchase Decision Process

Several individuals may be involved in the purchase decision:

• Initiator: The person who first suggests the idea of buying a product.
• Influencer: The person whose opinion (positive or negative) affects the decision.
• Decider: The person who ultimately makes the purchase decision.
• Buyer: The person who makes the actual purchase.
• User: The person who uses the purchased product.