Observation

Candidates performed well in this question and scored high marks. However some candidates approached the question from producers’ point of view instead of consumers, point of view as required from the question.

Expected responses are.

            5.Explanation of the stages in the consumer buying decision

            (a)   Problems Recognition  -  This is the stage at which a consumer identifies that he/she has a need or want for a product.  A purchase cannot take place without the recognition of a felt need. The need may have been necessitated by internal stimuli
such as hunger or thirst or external stimuli such asadvertising or words of mouth.                   

 

 

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(b)   Information search   -  This is the buyer’s efforts to search through the  business environment in order to identify and evaluate information sources related to the central buying decision.       

            (c)   Evaluation of alternatives  -  At this stage, the consumer undertakes a comprehensive assessment of available brands that satisfy his/her needs or want.

(d)  Purchase decision -  At this stage, the buyer makes the actual purchases of the product that he/she feels would satisfy his/her needs.
(e)   Post-Purchase behavior  - After purchasing the product, the consumer will experience

some level of satisfaction or dissatisfaction.  This is a stage which the consumer determines whether or not a repeat purchase would take place at a future date or not.