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 excursion, which requires little or no evaluation. The purchase is made primarily on the basis of a previous satisfactory experience and a good understanding of the destination or brand name of the tourism or hospitality offering.
Given the variation in decision-making styles, it is difficult to propose just one universal decision-making process for traveler that six types of vacationers can be described:- habitual, rational, hedonic, Opportunistic, constrained and adaptable.
Role adoption will also influence the buying process, and it is proposed that there are five roles.

    1. INITIATOR

The person who starts the purchasing process and who gathers information.

   2. INFLUENCER

 A person or persons who expresses preferences in choice or selection of information
-This can be a group of friends, relatives, or a partner.

  3. DECIDER

The person who has the financial control and possibly the authority within a group of people to make the purchase.

  4. BUYER

The person who actually makes the purchase, visits the travel agent, and obtains the tickets etc.

   5. USER

The person or persons who consumes the purchase and actually goes on the  trip.
The consumer buying process for tourism is often regarded as similar to that for other products and services. The assumption is that a consumer moves through a number of stages  leading up to a purchase.

THE IMPORTANT STEPS IN BUYERS BEHAVIOR IN BUYING PROCESS ARE AS FOLLOWS

➤ PERCEIVED WANT OR DESIRE

Buying process begins when a person begins to feel that a certain need or desire has arisen and it has to be satisfied. Needs may be ignites internal stimulus or some external stimulus called a sign or sur. The intensity if e want will indicates the speed with which a person will move to fulfill she s unsatisfied want. Communications mix not only triggers true needs and desires of s customer but also offers selling points in buying process.

➤ INFORMATION SEARCH

 Needs  can be satisfied promptly where the desired product is not only known but also easily available. When it is not clear that which type or brand of the products can offer best satisfaction and where and how if can be secures, the persons will have to search for relevant information abort brink, location and the manner of obtain the product. Average censures are always in needs of reliable guidance and information. Seller is expected to provide reliable, up to date and adequate information regarding their products services.

 ➤ EVALUATION OF ALTERNATIVES

Available information can be employed to evaluate the alternatives (products of brands) this critical stage in the process of buying, particularly costly durable goods. There are several importance recent in the process of evolution.

1. A product is viewed as a bundle of attributes

2. Information cues or hints about set of characteristics of the product or brand such as quality, prices, distinctive, availability  etc.                               

3. Brand image ad and band concepts a can help in the evaluation of alternative.   

4. In order to reduce the number of alternative. 

5. Occasionally, consumer may use an evaluation process permitting tradeoffs among  different alternative.

 ➤ PURCHASE (BUYING) DECISION

While the consumer is evaluating the alternatives he she will develop some like and dislikes about the alternative brands. This attitude toward  by brand influences her/ his intention to buy other factors which may influence the interline to purchase. Other factions who may influence the intension at to purchase.

➤ POST PURCHASE EXPERTISE AND BEHAVIOR 

The brand purchase and product use privies feedback of information. If the level of satisfaction is as per expectation. It will create brand perforce influencing future purchases. The phenomenon is termed as cognitive dissonances. There will be lack of harmony between the buyers and there purchase decision.

Marketers may try to create dissonance by attracting users of other brands to his brand.
Advertising and selves promotion can help the marketer in this hurt job of brand loyalty switching.