Purchasing Process

17 Oct Purchasing Process

Respond to at least 3 of your classmates.

Xiomara:

The Purchasing Process of a “Mac Laptop Computer-”

A Mac Laptop is simple a computer design with software that is easy to use and its main strength is the hardware. This provides the company with supremacy compared to other brands and it’s spot-on and enhances the Apple computers. Because Apple has designed all of the hardware and software it allows the computer to function seamlessly. It is able to carry out arithmetic or logical operations and also you can use to surf the internet. As we see the evolution of Mac computers, the technology used to design the different models has evolved making. Macs computers are reliable, consistent they truly have persuaded me and me that the regular Mac is meaningfully less flaky than the typical PC. Many companies and individuals like myself, love this brand, it has an infinitely better operating system. The businesses that have this computer brand are happy with it. It is used to store data, images and different files. There are Laptop, notebooks, desktop, and IPad. Many people also use these computers to play games and also to do reports.

My husband LOVES this brand and after his Desktop computer became too old, he decided to purchase a laptop. This type of computer can be carried easily and is very convenient for traveling purposes. The purchase of this laptop entails several steps: First my husband had to recognize the problem (the need), then search information (research and read reviews), evaluate alternatives (decide which one was the best option for him), purchase decision (buy the model chosen) and finally post-purchase (realize if it was a good purchase).

Stage Model of the Consumer Buying Process

The basic psychological process plays a significant part in the buying decision process for many. It is imminent that when you decide to buy something you normally ponder on the idea before you actually buy the item and after the purchase is made then the aftermath of the action is experienced, like satisfaction or regrets. Nevertheless, a buyer could skip experiences or some of the stages, like not go through in a specific order for multiple reasons.

Problem Recognition:

This first stage will initiate the buying decision process model. It takes place when a shopper is mindful of a necessity that must be met and identifies that a specific item or service is vital (Finch, 2012). My husband’s old Mac computer became obsolete (old) and a new one had to be purchased.

Information Search:

This search can be done internally, like the knowledge that you already in your mind about the product and externally pertains to searches that you make to gather new information like on the internet or an outside source (Finch, 2012). My husband had gather knowledge about the computer, then he searched the internet looking for different models and he also asked some of his friends about their experience with the models they had purchased. After gathering information, he proceeded to read reviews.

Evaluation of Alternatives:

The evaluation consisted of deciding where to purchase a computer. An evaluation of alternatives like on the internet or purchase it from the Apple store with additional coverage, electronic stores that also had Mac computers, computer repair shop and we considered if we should buy a refurbished computer with a 3 months return policy. We evaluated all the options and prices and different models (McCracken, 2009).

Purchase Decision:

After the evaluation, my husband finally chose a model and location to purchase the laptop. He liked the Apple MacBook Air with Retina display – 15” and bought it from an online store. According to Finch “After the consideration set has been evaluated, consumers will usually choose among the contending brands at the purchase decision stage” (Finch, 2012, pg. 46).

Post-purchase behavior:

My husband is truly excited about his new computer/laptop. The battery life is longer, the speed is amazing, great features and a slick looking. Very light compared to the older models.

The buyers purchasing process follows a pre-determined progression. The cost of the item is crucial and will determine the purchase at that time. Some lower value items do not require a lengthy process, the decision can be made immediately.

References:

Finch, J. (2012). Managerial marketing [Electronic version]. Retrieved from https://ashford.content.edu

McCracken, H. (2009). Eight Reasons Your Next Computer Should Be a Mac. [online] PC World. Available at: https://www.pcworld.com/article/163842/eight_reasons_your_next_computer_should_be_a_mac.html [Accessed 11 Jun. 2019].

Lauren:

As described in our textbook by Finch (2012), “Purchase decisions are made in a series of stages that result in the selection of one alternative over other competitive choices. Decisions related to purchase of high involvement products typically require greater attention and mental effort than low involvement decisions” (5.3). The purchase decision process five-stage model consists of the following stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior. Problem recognition is the first stage and occurs when an individual discovers that a problem has arisen or a service is required. Once I’ve recognized that a problem exists, I then move into the information search. So if we focus on a high-involvement purchase like buying a house, I would begin my research about the process of purchasing a house before I begin looking. Once I feel like I have a grasp on what is required of me and what the next steps are, I would begin downloading and browsing apps like Zillow, or Realtor.com.

After this, I would then move on to an evaluation of alternatives and learns about all products or services that exist. I would look through all the apps that can be downloaded, read the customer reviews and ratings, download the ones I’ve deemed appropriate and begin my search. Once I’ve found an area that I think is suitable for myself and my partner, I would then begin to ask for recommendations for a realtor. I would like to get more than a few names and really compare and contrast their skill sets, personalities and their recommendations. Once I’ve narrowed the search down to three, this would be considered my “consideration set” or “the specific alternatives being actively considered by the decision maker may be a considerably smaller subset of the total” (Finch, 2012, 5.3). It is in a marketers or in this case, the realtors best interest to generate enough brand awareness that encourages me to makes their product a part of my considered set.

As I finish the decision making process, I will decide on a realtor to assist with my home buying experience and I will begin searching for my home. If I have any hesitation, or back and forth in the decision making process arises, marketers can attribute my insecurity to be related to their marketing material. After I begun working with a realtor, I could go through various post decision-making behavior. This would indicate if I was pleased with my decision on who to hire as my realtor and if I was able to find a home while working with him or her. If I am dissatisfied in my decision, it is likely that I will develop a negative association from this experience with my realtor. My experience purchasing a home can be made infinitely easier or extremely difficult based on the relationship I have with my realtor, as well as the connections and area knowledge that she has. It is the marketers responsibility to attract a consumer to their product from the beginning. Ideally, a consumer would discover a problem or a need for a service and immediately have a product choice in mind. With this in mind, when the time comes, I would love to be able to ask around a hear a common name throughout my research. I would love to be given a name by multiple people and know that that particular realtor is one that would make my home buying experience just that much better.
Reference
Finch, J. (2012). Managerial marketing [Electronic version]. Retrieved from https://ashford.content.edu

Jewel:

The typical buying process consists of the following sequence of events: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. What specifically do you do as a consumer in each of these stages in a high involvement purchase like buying a house or a car? List the four main psychological processes as discussed in the text and what should marketers do to manage these four psychological processes affecting consumer behavior?

The decision-making process is important in the small purchases just as it is in the larger purchases. I think the decision of what to get to eat can be stressful at times, let alone purchasing a house. I always wanted a house to call my own. Somewhere for my kids to come home to when they go off to college. Finch (2017) breaks down the buying processing into a sequence of events “The five-stage model described in this section relates specifically to high involvement decision making. Since the consequences of low involvement decisions are less important to consumers, the cognitively intensive processes of searching for relevant information and thoughtfully evaluating alternatives are generally omitted. Consequently, the corresponding three-step model for low involvement decision making is far simpler.” (Finch, 2017).

Breaking down the high involvement decision purchase when buying my first home.

1. Problem Recognition– Moving from an apartment to apartment, from the townhome to renting houses and not having one stable place to call home was the motivator as well as the problem identified. occurs when a consumer becomes aware of a need that must be met and recognizes that a particular product or service is required (Finch, 2017, p 5.3). You never realize how much stuff you accumulate or lose when moving. This was another motivator to settle down and purchase our home.

2. Information Search – Consist of a better understanding to solve the problem. An internal search is the process of scanning memories for relevant product information. An external search relates to the acquisition of new information from sources outside ourselves (Finch, 2017). When buying a house there are so many options, form what size house, what amenities are your looking for, what neighborhood, what school district, is this somewhere you see yourself for potentially ever. Another major factor is Budget, credit, down payment to consider.

3. Evaluation of alternatives – After gathering all of the information above and processing what is most important to you and your family, you start to narrow choices down form the evoked set to the consideration set.

4. Purchase Decision – This is the remain options still standing in the consideration stage. For me, the decision we had to consider was choosing between a larger back yard or smaller square feet in the house. During the purchase, phase was a lot of restrictions imposed on the buyer once we made our decision. For instance, you cannot make large purchases you can’t touch things in your bank account, there is a closing process, and then a signing process where you have to sign a bunch of papers, and then you finally get your keys to move in.

5. Post Purchase evaluation – Is the stage to where either you love the decision you have made, or you regret it. For me and my family, we love our home. It is our first home and we are happy with the location, convivence, size, and feeling of having our own. However, there are regrets such as not getting lager back yard or purchasing a larger house. However, the pros out weighted the cons.

Reference

Finch, J. (2012). Managerial Marketing. San Diego, CA: Bridgepoint Education, Inc.

Respond to at least 3 of your classmates.

Raymond:

In context to the major points of chapter 5, define how GE is addressing the needs of their hospital customers by the design of this Web site?

From the look of things, GE is a brand that is synonymous with technology that enables it to meet the various needs of its hospital customers. Therefore, by designing this website, GE is simply informing its customers that there are several options that will meet their hospitals. The website addresses the hospital’s desire to couple innovation with technology in order to align itself with global healthcare (Mahmoud, Hinson & Anim, 2018). It addresses several concerns that may not have been easy such as integrating customer needs with technology. The interplay between medical devices and an information system has enabled GE to lower the healthcare cost and increase accessibility thus improving the quality of services (Agwunobi & Osborne, 2016). The images on the website are very captivating and therefore inspire customers to look for advanced services at the facility.

Where and what is GE doing right, what is GE doing wrong, and where can GE improve using marketing research?

The navigation of the website is quite simple making it easy to find useful information. The site provides a positive image of the company whose objective is to provide equipment that meets the needs of the hospital customers. GE is doing right by providing solutions aimed at simplifying how data is collected and exchanged among different varieties of clinical systems. This can be observed in different imaging products such as MRI and other devices that are used in patient monitoring (Mahmoud et al., 2018). However, one thing that GE is not doing right is that the company has no provision for customer reviews. Oftentimes, customer reviews play an important role in influencing the buying behavior of other customers. Therefore, the company should work on improving its site by welcoming the reviews of those who have purchased and had firsthand experience with the company’s products.

In the context of chapter 3, where can GE improve using marketing research?

It ought to be appreciated that this site is used to make market-related decisions that result in increased sales and customer satisfaction. However, the site seems confusing to first-timers. Therefore, GE needs to reorganize its information so that it does not appear to be very crowded.

Reference

Agwunobi, A., & Osborne, P. (2016). Dynamic capabilities and healthcare: a framework for enhancing the competitive advantage of hospitals. California Management Review, 58(4), 141-161.

Mahmoud, M. A., Hinson, R. E., & Anim, P. A. (2018). Service innovation and customer satisfaction: the role of customer value creation. European Journal of Innovation Management, 21(3), 402-422.

Kimberly:

The GE website does a good job in influencing the consumer that GE can serve the current needs of patients as well as showcasing the latest technology that can assist patients. By selecting a named brand like GE, the consumer is provided confidence that the consumer is making the correct decision.

GE does a good job of providing a website that is appealing and easy to navigate. It provides brand-specific items that GE has to offer its consumers which include explanations, descriptions, and picture of what the company has to offer. The website shows actual health solutions to some of the most important consumer issues. It shows that GE products have innovation and technology to meet the needs of their patients.

GE is not marketing strategies to motivate consumers to their products. Although GE shows their products it does not communicate how their products are better than their competitor nor does it show how their products are superior. Techniques used to advertise production should heighten the brand and their special features and promotion (Finch, 2012).

GE is attempting to educate their consumers in their products however not providing the benefits of their products over their competitors. They could also improve their marketing message by going beyond the online media descriptions by reaching out to the providers to show them firsthand how their products and service can assist patient care.