Buyer Decision Process

Running Head: BUYER DECISION PROCESS

Buyer Decision Process

Eric Christensen

Dr. Albert Socci

American Intercontinental University

Abstract

What makes you decide whether or not to buy certain product or even buy into certain services mainly depends on inside or outside influences. These influences are part of our buying schema, what buying behaviors we have learned taught by parents or siblings, even friends, this is a type of blueprint in the recesses of our minds. Our "buying decision processes" are based on five stages, a need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. The product of consideration is coffee, coffee makers and espresso makers and combination coffee and espresso machines. A large segment of the U.S. population drink coffee and a majority of other Countries populations also drink this beverage, both socially in coffee houses like Starbucks or Pete's coffee or in the comfort of their own homes.

Buyer Decision Process

What makes you decide whether or not to buy certain product or even buy into certain services mainly depends on inside or outside influences. These influences are internal or external. The internal influences that guide through certain buying decisions (Armstrong & Kotler 2005) can be attributed to direct marketing or influenced by a friend, a relative, a colleague, or even society. External or environmental influences can also be attributed to social class, family or friends. These influences are part of our buying schema, what buying behaviors we have learned taught by parents or siblings, even friends, this is a type of blueprint in the recesses of our minds. We buy on impulse at times because it is the right price and although the product or service is not what we intended to purchase; we buy because of ideas we have already been given through ads, or previous sale experience, or word of mouth.

Our "buying decision processes" are based on five stages, a need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. (Armstrong 2005) A short series of interview questions take into consideration the "buyer decision process".

The product of consideration is coffee, coffee makers and espresso makers and combination coffee and espresso machines. A large segment of the U.S. population drink coffee and a majority of other Countries populations also drink this beverage, both socially in coffee houses like Starbucks or Pete's coffee or in the comfort of their own homes. Therefore coffee makers and espresso machines and the combo machines are the target of a short series of interview questions. We will look at two buyers, one who is a professional, a person of higher education well beyond the traditional academia, and the second buyer whom also comes from higher education. These candidates where not selected because of their education, just happened upon in a random search for a fun project.

The first buyer espresso machine was reported to have been old and not functioning properly for some time, the second buyer's coffee machine also has been functioning poorly for some time. So we see part of the process at work, the needs of the consumer, the consumer recognized a need or a problem, (Armstrong 2005). So, why choose this product? He was in the market for a new espresso machine and has always considered the Illy Espresso Machines, from Illy, France to be the quidecential machine. This older machine is in fact an Illy, and

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