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Showing posts from July, 2016

Various Steps in Buying Process

Before discussing the buying process, it is important to recognize that various buying situations will have an influence on this process. First of all, consumers are likely to display various  levels of commitment, depending on the nature of the purchase. It has been suggested that there are three such levels.                     1. Extended problem solving In this situation,such as the decision to take a long-haul holiday, the consumer is likely to have a deep level of commitment, to make a detailed search for information, and to make an extensive comparison of the alternatives.           2. Limited problem solving In this situation, the consumer will have some degree of knowledge or experience already, but many factors will be taken for granted and the information search will be far more limited. A Second holiday at a favorite skiing destination maybe purchased in this way.     3. Habitual problem solving This is repeat purchase of a tried and tested short break or day excu