abhishreshthaa

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Who influences purchase decision:


Initiator- The person who starts the process of considering a purchase is the initiator.He feels the need for the product.


Influencer-The person who persuade others in decision making process.Influencer may take help of the initiator to make a choice.


Payer-He is the individual with the power of financial authority to purchase the product.Only product quality can influence the decision making.


Decider-The decider is the person who makes the ultimate choice regarding which product to buy.He may be the initiator or payer or the user.


Buyer-He conducts the transaction.He visits stores,make payments & effect delivery.


User-He is actual user or consumer of the product.The person who uses the product.


Purchase decision

  • After the evaluation consumer will come to a purchase decision.

  • He will buy the most preferred brand which suits his need & budget.

  • This stage includes decision about the place,mode of purchase,payment terms,conditions,delivery of product,installment etc.

Post purchase behavior

  • Satisfaction is difference between expectations & product performance.

  • Highly satisfied customer will buy the same product or recommend others to buy.
  • Marketer must monitor postpurchase satisfaction.

  • Dissatisfied customer may return the product.

  • Marketers says-Our best advertisement is a satisfied customer
 
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