Consumer Purchase Process and Recommendation

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Consumer Purchase Process and Recommendation There are five steps in consumer purchase process: need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour. This article will explain the five steps a consumer will go through in purchasing a PSI wearable device, and recommend what PSI should do to influence consumers at each step. Step 1: Need Recognition PSI device is not a necessity in life, and many people may not even see this kind of product before, so it is important to trigger consumers’ need of this product and increase consumer motivation. As this device is a kind of new concept product that can read a person’s heart rate, distance travelled, speed, muscle impact and calories burned, PSI should target on young people between 18 to 28 year old who are always interested in new electronic products and like sports. The target consumers’ need may be triggered when they see their friends using PSI devices or when they see an advertisement of PSI devices. So PSI device should be designed as a very cool and attractive product. Moreover, PSI should do advertisement on TV, sports websites and other websites like YouTube. The advertisement should show consumers how cool, useful and necessary it is when they are doing sports. Step 2: Information Search When a consumer considers buying a PSI device, they will search information. Our target customers are young people, and they are good at getting information, so their level of engagement in search is more likely to be active information search. They will ask for friends, search information on consumer rating websites, and visit the stores to use the products. At this step, consumers will also compare similar products in different brands. PSI should identify the other brands in the consumer’s choice, and then plan the appropriate competitive appeals. Step 3:

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