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First off we have the 6 steps of the Consumer Buying Process:
-Problem Recognition
-Information Search
-Evaluation of Alternatives
-Purchase Decision
-Purchase
-and Post Purchase Evaluation.
All of these steps can arguably be interfered with by an Entity for a desired result, but I believe Information Search, Evaluation of Alternatives and Post Purchase Evaluation are the most important.
Why?
When searching for information an Entities product/service cannot be identified without the right mediums of transmission being in action. Hence, market research is undergone to see how the Entity can capture it's target audience.
Evaluation of Alternatives is huge, if people find something in another product or service that you don't have, this will change their mind in some cases entirely and you have lost the sale. Market research is undergone, comparative pricing, and cost cutting to be able to issue products at a competitive advantage.
Finally there is Post Purchase Evaluation. People at some point after a purchase have doubts about the purchase, this is called Cognitive Dissonance and is quite common. Quite a lot of effort should be undertaken to maintain contact with the customer to ensure they are happy with the product, or offer and extended warranty for the product so the customer's mind can rest at ease.
I hope this answers your question!
Cognitive dissonance
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∙ 14y ago
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