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Respond to...The Purchasing Process of a “Mac Laptop Computer-”A Mac Laptop is simple a computer design with software that is easy to use and its main strength is the hardware. This provides the c
Respond to...
The Purchasing Process of a “Mac Laptop Computer-”
A Mac Laptop is simple a computer design with software that is easy to use and its main strength is the hardware. This provides the company with supremacy compared to other brands and it’s spot-on and enhances the Apple computers. Because Apple has designed all of the hardware and software it allows the computer to function seamlessly. It is able to carry out arithmetic or logical operations and also you can use to surf the internet. As we see the evolution of Mac computers, the technology used to design the different models has evolved making. Macs computers are reliable, consistent they truly have persuaded me and me that the regular Mac is meaningfully less flaky than the typical PC. Many companies and individuals like myself, love this brand, it has an infinitely better operating system. The businesses that have this computer brand are happy with it. It is used to store data, images and different files. There are Laptop, notebooks, desktop, and IPad. Many people also use these computers to play games and also to do reports.
My husband LOVES this brand and after his Desktop computer became too old, he decided to purchase a laptop. This type of computer can be carried easily and is very convenient for traveling purposes. The purchase of this laptop entails several steps: First my husband had to recognize the problem (the need), then search information (research and read reviews), evaluate alternatives (decide which one was the best option for him), purchase decision (buy the model chosen) and finally post-purchase (realize if it was a good purchase).
Stage Model of the Consumer Buying Process
The basic psychological process plays a significant part in the buying decision process for many. It is imminent that when you decide to buy something you normally ponder on the idea before you actually buy the item and after the purchase is made then the aftermath of the action is experienced, like satisfaction or regrets. Nevertheless, a buyer could skip experiences or some of the stages, like not go through in a specific order for multiple reasons.
Problem Recognition:
This first stage will initiate the buying decision process model. It takes place when a shopper is mindful of a necessity that must be met and identifies that a specific item or service is vital (Finch, 2012). My husband’s old Mac computer became obsolete (old) and a new one had to be purchased.
Information Search:
This search can be done internally, like the knowledge that you already in your mind about the product and externally pertains to searches that you make to gather new information like on the internet or an outside source (Finch, 2012). My husband had gather knowledge about the computer, then he searched the internet looking for different models and he also asked some of his friends about their experience with the models they had purchased. After gathering information, he proceeded to read reviews.
Evaluation of Alternatives:
The evaluation consisted of deciding where to purchase a computer. An evaluation of alternatives like on the internet or purchase it from the Apple store with additional coverage, electronic stores that also had Mac computers, computer repair shop and we considered if we should buy a refurbished computer with a 3 months return policy. We evaluated all the options and prices and different models (McCracken, 2009).
Purchase Decision:
After the evaluation, my husband finally chose a model and location to purchase the laptop. He liked the Apple MacBook Air with Retina display – 15” and bought it from an online store. According to Finch “After the consideration set has been evaluated, consumers will usually choose among the contending brands at the purchase decision stage” (Finch, 2012, pg. 46).
Post-purchase behavior:
My husband is truly excited about his new computer/laptop. The battery life is longer, the speed is amazing, great features and a slick looking. Very light compared to the older models.
The buyers purchasing process follows a pre-determined progression. The cost of the item is crucial and will determine the purchase at that time. Some lower value items do not require a lengthy process, the decision can be made immediately.
References:
Finch, J. (2012). Managerial marketing [Electronic version]. Retrieved from https://ashford.content.edu
McCracken, H. (2009). Eight Reasons Your Next Computer Should Be a Mac. [online] PC World. Available at: https://www.pcworld.com/article/163842/eight_reasons_your_next_computer_should_be_a_mac.html [Accessed 11 Jun. 2019].
Respond to...
As described in our textbook by Finch (2012), “Purchase decisions are made in a series of stages that result in the selection of one alternative over other competitive choices. Decisions related to purchase of high involvement products typically require greater attention and mental effort than low involvement decisions” (5.3). The purchase decision process five-stage model consists of the following stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior. Problem recognition is the first stage and occurs when an individual discovers that a problem has arisen or a service is required. Once I’ve recognized that a problem exists, I then move into the information search. So if we focus on a high-involvement purchase like buying a house, I would begin my research about the process of purchasing a house before I begin looking. Once I feel like I have a grasp on what is required of me and what the next steps are, I would begin downloading and browsing apps like Zillow, or Realtor.com.
After this, I would then move on to an evaluation of alternatives and learns about all products or services that exist. I would look through all the apps that can be downloaded, read the customer reviews and ratings, download the ones I’ve deemed appropriate and begin my search. Once I’ve found an area that I think is suitable for myself and my partner, I would then begin to ask for recommendations for a realtor. I would like to get more than a few names and really compare and contrast their skill sets, personalities and their recommendations. Once I’ve narrowed the search down to three, this would be considered my “consideration set” or “the specific alternatives being actively considered by the decision maker may be a considerably smaller subset of the total” (Finch, 2012, 5.3). It is in a marketers or in this case, the realtors best interest to generate enough brand awareness that encourages me to makes their product a part of my considered set.
As I finish the decision making process, I will decide on a realtor to assist with my home buying experience and I will begin searching for my home. If I have any hesitation, or back and forth in the decision making process arises, marketers can attribute my insecurity to be related to their marketing material. After I begun working with a realtor, I could go through various post decision-making behavior. This would indicate if I was pleased with my decision on who to hire as my realtor and if I was able to find a home while working with him or her. If I am dissatisfied in my decision, it is likely that I will develop a negative association from this experience with my realtor. My experience purchasing a home can be made infinitely easier or extremely difficult based on the relationship I have with my realtor, as well as the connections and area knowledge that she has. It is the marketers responsibility to attract a consumer to their product from the beginning. Ideally, a consumer would discover a problem or a need for a service and immediately have a product choice in mind. With this in mind, when the time comes, I would love to be able to ask around a hear a common name throughout my research. I would love to be given a name by multiple people and know that that particular realtor is one that would make my home buying experience just that much better.
Reference Finch, J. (2012). Managerial marketing [Electronic version]. Retrieved from https://ashford.content.edu
Respond to...
The buying process of an item includes a process of events. In a high dollar purchase, such as purchasing of a home, there are psychological steps that every consumer will encounter. I will describe the process of home buying through the eyes of the marketer, or in this case, the real estate agent. The first process the consumer is subjected to is a problem recognition phase. This occurs when the buyer determines a housing need. The marketer (real estate agent) should focus on the consumer’s requirements such as the size of the home, location (i.e. community) and any stated necessities. What is most important to the buyer? For instance, when working with an individual that has a home business, a property with a space for a home office will be one of the biggest buying considerations.
Consumers will then initiate a search of the possible products/housing they are interested in. Internally analyzing what their needs and wants are and researching outside sources to meet this. In most cases, the consumer secures the resource of a professional and licensed real estate agent. This agent provides pivotal information in the search to determine what the buyer can afford (generally through a pre-qualification process) and determine the buyer’s specific requirements they may not have considered before. This may include items such as preferred school system ratings, the conditions of the home, property location, traffic patterns to the buyer’s work or family, and neighborhood reputation. Consumer motivation drives buyers to purchase homes that will fulfill their wants and needs. The agent needs to ensure their strategies to sell are positioned toward delivering the home with possible selections that are considered a benefit (Finch, 2012).
It’s the agent’s job to provide the next process of evaluation of alternatives. This narrows the possible choice for the best needs of the buyer. A real estate agent must work to sell their homes to be perceived as the best alternative. I heard of an example when a real estate agent was holding an open house. Knowing that most buyers will visit numerous open houses in a day, this agent decided to stock his listed home with a freezer with quarts of ice cream. Each potential buyer visiting the home was given a quart of ice cream upon departing with a note to enjoy the ice cream with his contact information. The marketing scheme was that with ice cream in their possession, they had to finish their search, or the ice cream would melt, hence completing any more houses they would view. This left his property as the last property in the minds. Brilliant!
The next phased is the purchase decision. The buyer needs to feel confident or they may return to the information search stage. This will be strongly influenced by the marketing efforts to the competing houses shown to the buyer. It’s the agent’s responsibility to ensure the buyer of the advantages and disadvantages of each of their options. The agent can provide a market analysis of the community, show a return of investment, and persuade the buyer based on the market intensity. Perception of value is based on consumer independent impressions. Therefore, an agents’ understanding of how the buyer perceives each of the options are an influential factor in the decision-making process (Finch, 2012).
In the final stage is the post purchase behavior, the buyer’s decision is rationalized. The agent’s best strategy is to ensure the buyer that they made the right decision based on factors that were considered in the problem recognition and information search stages. The agent should ask any questions of the doubtful buyer’s questions that the buyer initially stated were part of their needs and wants requirements. By using the SWOT analysis (Finch, 2012), the agent will reinforce the buyer’s decision toward the home choice through discussion of the strengths, weakness, opportunity and any potential fears related to the purchase.
Finch, J. (2012). Managerial Marketing. Retrieved from https://ashford.content.edu. (Links to an external site.)Links to an external site.
