The Buying Process
1. What is the difference between a Convenience Good and a Shopping Good?
Provide examples.
Convenience Goods
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Shopping Goods
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2. As a result, marketers must understand the type of product they are selling in order
to create
.
When a customer is looking to buy a “shopping good”, they are much more
As a result, marketers of these products need to focus their efforts on reaching their
target market and helping
When a customer is looking to buy a “convenience good”, they are
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In these cases, marketers need to focus their efforts on
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…being available for their customer when they need it
”
The Buying Process
3. The “Consumer Buying Process” consists of the following 5 steps:
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4. In order to understand the “Consumer Buying Process”, it’s best if we look at a
couple of examples to highlight the process. Let’s look at a laptop computer and
cola:
Laptop Computer
Consumer
Buying Process
Step
Problem Recognition
Information Search
Evaluation of
Alternatives
Purchase Decision
Post-Purchase
Behaviour
Consumer
Marketing Strategy (how can
Behaviour / Thinking we use this information??)
Process
The Buying Process
Pencil
Consumer
Buying Process
Step
Consumer
Marketing Strategy (how can
Behaviour / Thinking we use this information??)
Process
Problem Recognition
Information Search
Evaluation of
Alternatives
Purchase Decision
Post-Purchase
Behaviour
Smart Phone
Consumer
Buying Process
Step
Problem Recognition
Information Search
Evaluation of
Alternatives
Purchase Decision
Post-Purchase
Behaviour
Consumer
Marketing Strategy (how can
Behaviour / Thinking we use this information??)
Process
The Buying Process
Hired Transportation eg Uber
Consumer
Buying Process
Step
Consumer
Marketing Strategy (how can
Behaviour / Thinking we use this information??)
Process
Problem Recognition
Information Search
Evaluation of
Alternatives
Purchase Decision
Post-Purchase
Behaviour
5. For marketers, it is vital that they understand the buying process for their product or
service
By understanding the process their customers go through in their purchase, they can
begin to create a marketing strategy that
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This is the ultimate goal of marketing and business……