Institution Affiliation

The decision topurchase a commodity may seem like a standard practice to manyindividuals (Jones, 2014). Unknown to most consumers, there arenecessary steps that one must undergo from the moment a need arises.According to the consumerism concept, the decision to purchase aproduct will be based on a series of factors. The marketing team hasto be aware of the roles they play in the consumer decision process.Various strategies have to be implemented at each stage of theprocess to ensure that the customer is convinced. The marketingstrategies are developed to focus on specific steps, to ensure thathigh conversation rates and customer loyalty in the long run(Müller, 2010).

In this paper, wehighlight the decision-making process for a consumer interested inpurchasing a computer. The paper provides a detailed step by stepprocess indicating the necessary components for each process.Additionally, the study also contains a table for a comparisonanalysis on the decision-making process considered to be the mostappropriate. Finally, the paper will provide internet addresses fromwhere each of the decision processes is obtained.

The consumerbuying process is composed of seven major steps. For one interestedin purchasing a computer, they will undergo through all the phases.This is the case even for the consumers that think that the processof purchase is based on trial and error. The six stages of customerbuying process are discussed below:

Stage 1: Recognition of the Problem

This is the firststage of the decision-making process. Before one makes a purchase,they must have a reason to believe that a particular product isrequired (Müller, 2010). The consumer has to believe that theacquisition of this new product will take them to a situation wherethey are currently unable to achieve (Jones, 2014). In our case, anindividual must identify their reason for needing a new computer.This can be caused by problems associated with wear and tear for thecurrent laptop. In another instance, the consumer might need acomputer so as to be able to complete the assignments on time(Alabarasin, 2013). It can also be related to work requirements insituations where one’s job depends on the use of a computer. Therecognition of the problem is the first step in the consumer buyingprocess.

Stage 2: Searching for Information

This is thesecond stage in the consumer purchase process. After identifying theproblem, the user proceeds to search for information regarding theparticular commodity he/she is interested in acquiring (Dubois,Prade, Pirlot &amp Bouyysou, 2013). This is the first stage ofseeking a solution to an underlying problem. In this case, thecustomer is looking for a new laptop. Depending on their need for alaptop, they will search for information related to the use of theproduct. Consider the case of an individual seeking a new computerfor the sake of storing data. They will look at the storagecapacities of the available computers before making a final decision(Jones, 2014). On the other hand, if one is looking for a computerfor the purpose of work, they will most likely be interested in thegraphical features of the available models. Therefore, the needs ofthe consumer determine the nature of the information they will seekconcerning a product.

Stage 3: Evaluation of Alternatives

Before a customerdecides to make a purchase, they have to consider the alternativesavailable. The comparison analysis is based on information that hasbeen obtained from the second stage of the consumer purchase process.Just because a manufacturer stands out among the competitors does notmean that a customer will be thrilled with the products. At thisstage, the consumers are knowledgeable and are less likely to bemisled with false information regarding an individual product (Jones,2014). By using the case of a person seeking to purchase a computerfor the purpose of storing data, they will be conversant with thesizes of hard drives of various brands of computers. They may alsoconsider the processor speeds before making a decision (Müller,2010). If one is considering purchasing a computer for work purposes,they might compare the screen resolutions for various brandsavailable in the market (Dubois, Prade, Pirlot &amp Bouyysou, 2013).

Stage 4: Decision to Purchase

This is thefourth step of the consumer purchasing process. It is accomplishedafter the customer has been able to go through a series of theavailable alternatives. The consumer is aware of the pricing andpayment options for each commodity even when they decide againstpurchasing a product (Jones, 2014). For the marketers, this is themost crucial stage in the sales process. They should be able tointegrate the information from the needs recognition stage and proveto the customer that their products are the most appropriate for theclient.

Stage 5: Purchase

This is theactual purchase stage of a commodity. The needs of the customer havebeen recognized, and information relating to the products has beencollected. In addition to this, the customer has compared theavailable products and decided on the products that significantlymeets their needs (Wadia, 2011). At this stage, all the phasesleading to conversion have been finished. The marketing concept isstill applicable at this juncture by keeping it simple. The customershould be able to complete the purchase process without extensiveformalities. Therefore, all complexities in the payment processshould be eliminated at this stage. Finally, the seller should have areliable means of delivery depending on the terms of sales. At thisphase, the customer has decided on the brand that they would like topurchase (Wadia, 2011). The brands include Hewlett-Packard, Dell,Toshiba, Acer, Apple, Compaq, IBM, Lenovo, and much more. The needsof the customer will determine the choice of the product.

Stage 6: Post-Purchase Evaluation

Despite the factthat the purchase has been made, it does not necessarily mean thatthe process is complete. This step is critical to the sellers sinceit provides the relevant feedback to the management (Dubois, Prade,Pirlot &amp Bouyysou, 2013). Such information can be used to improvethe quality of future products as well as inventions that would fillan existing marketing gap (Alabarasin, 2013). Satisfaction of thecustomer is one of the most critical components in the success ofbusiness. Therefore, firms go to greater lengths to ensure that theafter-purchase process is accomplished within the required framework.The marketing team can ensure that they maintain the success of thebrand by sending follow-up surveys to the clients to determine theirloyalty (Müller, 2010).



  • Consumer Purchase Process

  • Recognition of the Problem

  • Searching for Information

  • Evaluation of Alternatives

  • Decision to Purchase

  • Purchase

  • Post-Purchase Evaluation

URL Addresses


Consumer Purchase Process



Need Recognition


Information Search


Evaluation of Alternatives


Purchase Decision




Post-Purchase Evaluation


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Alabarasin, Z. (2013). Consumer Bahavior: Decision Making process.Retrieved From:

Dubois, D., Prade, H., Pirlot, M., &amp Bouyysou. (2013).&nbspDecisionMaking Process: Concepts and Methods. New York, NY: John Wiley &ampSons.

Jones, S. (2014). The Six Stages of the Consumer Buying Process andHow to Market to Them. Business2Community. Retrieved from:

Müller, R. (2010).&nbspDecision Making Process: Entrepeneurshipin today`s society. München: GRIN Verlag GmbH.

Wadia, N. (2011). Consumer buying behaviour for laptop’s. Retrievedfrom