|
Definition of Buying Process
Buying
Behavior is the decision processes and acts of people involved in buying and
using products.
Need to
understand
Why consumers
make the purchases that they make?
What factors
influence consumer purchases?
The changing
factors in our society.
Consumer
Buying Behavior refers to the buying behavior of the ultimate consumer. A firm
needs to analyze buying behavior for
Buyers
reactions to a firms marketing strategy has a great impact on the firms success.
The marketing
concept stresses that a firm should create a Marketing Mix (MM) that satisfies
(gives utility to) customers, therefore need to analyze what, where, when
and how consumers buy.
Marketers can
better predict how consumers will respond to marketing strategies.
Stages of
the Consumer Buying Process
Six Stages to
the Consumer Buying Decision Process (For complex decisions). Actual purchasing
is only one stage of the process. Not all decision processes lead to a purchase.
All consumer decisions do not always include all 6 stages, determined by the
degree of complexity.
The general
6 stages are:
1) Problem
Recognition (awareness of need)
2) Information
Search (include internal and external search)
3) Evaluation
of Alternatives
4) Purchase
Decision
5) Purchase
6) Evaluation
(Satisfaction or Dissatisfaction)
To the
pharmaceutical industry, the below stages should be considered.
1)
Patient Origination
(include patient allocation and referral)
2)
Risk Factors
3)
Evaluation (include
discussion topics and tools)
4)
Diagnosis
5)
1st line
Treatment (include category and brand selection)
6)
Fulfillment (include
Purchasing channel)
7)
Compliance (include
DOT, switch)
|
HOME
Latest news
