Decisions, Decisions: The Five-Stage Buying

Process

Jennifer ElksManagerial Marketing - Ignite Presentation

Spring 2011

The Five- Stage Model

Problem recognition

Information search

Evaluation of alternatives

Purchase decision

Postpurchase behavior

Problem recognition

Internal stimuli …External stimuli …

Information search

Ask friends …Listen to spiels …

Read reviews …See for yourself …

Evaluation of

alternatives

Choose your criteria …

Purchase decision

Postpurchase behavior

Satisfaction …Buyer’s remorse …

The Five-Stage Model: Purchasing Sustainable Seafood

Stage 1: Problem recognition

Stage 2: Information search

Stage 3: Evaluation of alternatives

Stage 4: Purchase decision

Stage 5: Postpurchase behavior

Stage 5: Postpurchase behavior

Thank you!