This chapter presents a model of the consumer buying process (Exhibit 4-1).

For this discussion, you are required to illustrate the buying process with one of your own purchases. Make sure to discuss what you think the marketer could have done at each stage of the buying process to facilitate your decision-making or make it a better experience for you.

Here is my example: the purchase of a new laptop

Stage 1 (need recognition): I have been using my current laptop for about 10 years. It has experienced problems more frequently lately which made me worry that it may die with no warning one day. I need a new one.

Stage 2 (information search): Since I only choose between Mac and Dell, I need to find out which model that fits me best. My main concern is whether the statistics package and other programs I use for work have a Mac version. I talked to my colleagues who have been using mac laptops. I also browsed extensively online reviews. At the end of this stage, I decided on Dell laptop.

Stage 3 (Alternative Evaluation): among all the Dell laptop models, I make comparisons with the following criteria: a. size (15inch), b. touch screen(my daughter wants it), c. separate graphic memory (for better photo or video processing), d. weight (light so I can lug it to take flights and attend conferences), and finally e. price. After comparisons, I chose Dell Inspiron.

Stage 4 and 5(Choice and purchase): Among all the venues that I can buy, online and offline, I happened to find a special discount from Costco, which offered the best deal. I placed the order and picked it up from the store.

Stage 6 (usage or post-purchase experience): So far, it has been no problem and I am happy with the Windows 10 performance and layout.