11. How Customers Buy
10
Source: The Psychology Behind Consumer Decision Making By: Christian Fea
Recognizing a
Need
Information and
Alternatives
The Purchase
Customer Decision Process
Time
Post Evaluation
Wants
Needs
Problems
Best Choice
Comparisons
Information
Decision
Best Price
Consequences
Tell Others
Satisfaction
Buyer’s Remorse
Purpose: To highlight in simple terms various approaches to marketing a company.
Activities: The key point of this is to decide how you want to sell your “beans.”
Note:
Transition: “Once you decide what business you are in, let’s look at the strategic analysis elements for a moment.”