1. Purchase processes
a) Purchase of bedroom furniture
b) Purchase of a chocolate
2. Roles of the people involved in the purchasing process
a) Purchase of bedroom furniture:
A student wants to buy a bed and a desk to furnish the room of his apartment in the capital. She is economically dependent on her parents residing in the interior of the country, therefore I take advantage of their visit to make the much desired purchase.
The role each of these people plays in the purchasing process is as follows:
- User: The student is the person who will use the bed and the purchased desk.
- The one who decides: the mother will be the person who decides where to buy, which to buy and how to buy.
- Buyer: The father is the person who is going to make the purchase.
b) Purchase of a chocolate
A married couple took their seven-year-old son to the pediatrician. Due to his good behavior during the review, his parents decided to reward him with a chocolate.
The role each of these people plays in the purchasing process is as follows:
- Initiator: The mother was the one who suggested the idea of buying a chocolate for the baby
- Influential: The child is the person whose preferences and suggestions have weight in the final decision.
- Buyer: The father is the person who buys the chocolate for the child.
3. Types of purchasing behavior
a) Purchase of bedroom furniture
In this case, consumers go through a complex purchasing behavior, because they are very involved in the acquisition of furniture, because it is an expensive, risky and very self-expressive purchase.
b) Purchase of a chocolate
In this case, consumers go through a variety search buying behavior, because there is little consumer involvement (because it is not an expensive or risky purchase) but significant differences between brands.
4. Stages of the purchase decision process
Example: buying bedroom furniture
- First stage: Recognition of the need:
The student lives with two friends in a three-room apartment and feels that he cannot find a place to sit quietly and study. Normally, he carries out this activity in the living room of his house, where it is difficult to concentrate because the television is on most of the time, the phone rings every so often, and a friend of his dept colleagues always comes to drink mate.
As for the bed, the bed where he is sleeping belonged to his grandmother, the grill has half the rails broken, the bed is all loose, which implies that in addition to sleeping sunk every time he moves, he wakes up by the noise that makes it.
One day at noon he sits down to study in the living room, he was reviewing a subject that he was paying the next day, he was contracted because he had not slept well, at the time he began to study the phone rang for one of his classmates, after a while I called the girlfriend of the other classmate, who spent an hour arguing on the phone with his girlfriend and the screaming he was hitting did not allow the student to concentrate. After a while, some friends of his teammate fall down to drink mate and as he was playing river they put the game on TV.
It was impossible for the student to study, he was very worried thinking that the next day he had a partial and that until that moment he had not been able to study and what tormented him most was to think that this situation would always repeat itself.
The first half of the game was over, when he sees a commercial on television for an outlet of everything for his house. The face changed the student, his problem could be solved, he could buy a desk for his bedroom and incidentally a new bed because the old one was killing him with the contractures, the weekend his parents would come from the interior and he would take the opportunity to do this purchase.
The purchasing process begins when the student recognizes the need to purchase a bedroom desk and a new bed. The need is caused by an external stimulus (commercial that you see on television).
- Second stage: information search
The student and his parents begin to look for information about the resistance, quality and price of the different furniture brands. In other words, they begin to venture into an active search for information.
The first thing they did was call a friendly family (source of personal information) who a few months ago had bought furniture, to see where they had bought it, what brand they were and the result it was giving them.
Then they went to several furniture stores (commercial sources) to find out prices and qualities.
At the end of the day they had gathered information on all the furniture brands on the market (total set of brands). But the student and his parents become familiar only with the brands "Roble", "Pico", "Sur", "Patagonia", "Malena" and "Amazonas", we call this subgroup of brands a conscience group.
However, only the brands "Roble", "Pico", "Sur", "Patagonia" have a reasonable price for them and are of the quality they were looking for, therefore these brands make up the set of consideration.
The family kept analyzing the different brands and kept looking for information about them. They concluded that they would decide on the Roble or Pico brand (set of choices) because although the price was higher than that of the other two brands, Roble and Pico had better furniture designs and the quality of the material with which they were made. It was superior to that of the other two brands.
- Third stage: Evaluation of alternatives
The family had to decide on the brand of furniture to buy because the next day they would have to go back inside.
Gathering the information they had obtained from the Roble and Pico furniture, they begin to evaluate the two alternatives.
The oak furniture seemed very resistant, the bed had carving details on the headboard and the desk had more drawers than Pico's desk. However there was a significant difference in price in favor of Pico furniture.
The evaluation procedure they used to make a choice was:
|
Furniture |
Attributes |
|||
|
Price |
Resistance |
Design |
Wood type |
|
|
Oak |
two |
4 |
5 |
4 |
|
Peak |
4 |
3 |
4 |
4 |
Note: Each attribute is rated from 0 to 5, where 5 represents the highest level of that characteristic. However, the price is qualified in reverse, where 5 represents the lowest price, as the consumer prefers lower prices.
For the family, the most important thing was that the piece of furniture was the resistance, to which they assigned 35% importance, then followed the design to which they assigned 30% importance, then the type of wood to which they assigned 20% importance and then the price at which they assigned 15% importance.
To find the value that the family perceives for each piece of furniture, their values are multiplied by their beliefs about each piece of furniture, which leads us to the following perceived values:
Oak = 0.15. (2) + 0.35. (4) + 0.30. (5) + 0.20. (4) = 4
Peak = 0.15. (4) + 0.35. (3) + 0.30. (4) + 0.20. (4) = 3.65
Due to the conclusions derived from the previous analysis, the family leans towards Oak furniture
- Fourth stage: purchase decision
The family had leaned towards Roble's bed and desk, but they still weren't entirely convinced to buy the furniture from that furniture store because while Pico's furniture was not as nice and resistant as the previous ones, there was a significant difference in Prices and since they did not have references of those furniture brands, they did not know if the difference in price they were going to pay for the Oak furniture really could be justified by its resistance. This means that the family's decision to postpone the purchase of the furniture is highly influenced by the perceived risk.
To clarify the ideas a little, they decide to go for a walk. They stand in a corner waiting for the traffic light to turn red so they can cross when they meet the mother of a friend of theirs. This person asked them what they were doing and the family told him the story.
To the surprise of the family, this woman told them that 10 years ago she bought an Oak cabinet and to this day it remains intact.
This woman's comment (attitude of others) positively influenced the family's decision to buy Oak furniture.
After the talk with this woman, the family took a taxi and went to the Roble furniture store and bought the desk and the bed.
- Fifth stage: post-purchase conduct
The student is very happy with the new furniture in his room, the desk drawers are "super" loaded and did not collapse, he already tried the bed (he was jumping on it) and the railings remain intact, when he lies down on the bed. bed and it moves it does not make noise and as if that were not enough the color of the furniture combines with the color of the openings of the piece and the size of the furniture is perfect for the size of the piece.
The only thing that your room would lack to be perfect is a computer, and when you buy it you are very sure that the PC desk will buy it in Oak.
The student's satisfaction with the Oak furniture they acquired will influence their subsequent behaviors, this means that when this student or his family need furniture products, there will be a high probability that they will purchase an Oak.
Download the original file
