CASE 5 : AN ACCOUNT OF THE PURCHASE OF A TELEVISION SET IN SINGAPORE
Question 1 : What are the different stages in the buying process for a television set? What critical stimuli or events drive each stage? The buying decision process is a basic psychological process. This process plays an important role in understanding how customers make their buying decision. In this case, the consumer are planning to purchase a bigger television set, which can be placed in their living room, while the current television will be moved to their bedroom. Referring to the case, there are five different stages in the buying process for a television sets which are problem recognition, information search, evaluation of alternatives, purchase decision and post purchase behavior. STAGE MODEL
a) Problem recognition
| * The buying process is start with problem recognition. A need can be activated through internal and external stimuli. * As a consumer, they have to recognize a problem occurred and the needs of the new television set. In this, the external problem occurred when her parent in law decided to move in with them. The purpose of buying new television is to give more appropriate environment and to avoid conflicts with her parent in choosing the television programs. Besides that, it is to give a better perception to the relative. While the internal stimuli derived when * Their budget for the new television set is RM 1300 only.
| b) Information Search
| * After problem recognition, the consumer tries to solve it and gathers the sources and information about the television set. There are four consumer information sources which is : i) Personal sources ( family, relatives, friends, neighbors etc) ii) Commercial sources (advertisement, salesman, dealers) iii) Public sources (mass media, consumer rating organizations) iv) Experiential sources (handling, examining, using the products) * In this case, they have started browsing a...
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