Assignment 2 of 2 Buying Process: Executive Summary

Problem Recognition

Problem recognition is the first step in consumer buying process. This involves the consumer identifying a problem that needs to be solved through requiring a new product or service (Consumer Factor, 2016). It also involves the identification of a need by the consumer, which they desire to satisfy through new acquisition of products or services. The consumer identifies the most important problem that has to be addressed and the need that has to be satisfied. In this case, the consumer recognizes he is unable to carry out some tasks efficiently on his computer due to unavailability of some computer software necessary for the execution of the tasks. The consumer has used software that produces reports less efficiently, which takes a lot of time and whose designs are not attractive. The consumer requires accounting software to be able to produce reports, which are dependent on computer processes in order to facilitate the manipulation of data. The consumer also requires to install antivirus software in order to enable him protect his computer data and information which is critical to his business continuity and operation. For this reason, the consumer recognizes he has a problem that need to be addressed through the purchase of the computer software.

A friend who frequents online stores informed the consumer of the existence of the software in the market. The information therefore enabled the consumer access to a better method of report processing, which would enable him save on time required to compute the reports. The consumer’s computer also experiences several breakdowns, which he had attributed to too much activity. However, while reading an online article on cyber security, the consumer came across information on the effects of viruses on the computer software and information. The consumer therefore intends to install an antivirus to help him solve the problem of computer break down and protect his information from loss. The consumer’s need has been influenced by the provision of product information by the friend and the online information acquired through using the Internet. Marketing of the product through the Internet and other consumer usage therefore plays a role in helping consumers recognize a problem and a need that have to be satisfied.

Search and Determination of Alternatives

Determination of alternatives involves searching for information about the possible solutions to the problem identified. Information search enables the consumer to identify many ways in which they can solve their problem or satisfy their need (Consumer Factor, 2016). This stage is enabled by the availability of information to consumers by the marketers of products and services. When consumers identify a problem, they search for various ways that can help them solve that problem which will be acceptable to them in terms of cost, availability and the ability to use the products and services. In this case, the consumer desires to buy accounting software to improve the efficiency of computing accounting reports and reduce on the time taken to process the reports. The consumer also wants to purchase antivirus software to protect his information from loss. The consumer therefore seeks information on the best accounting software that can optimize the performance of his computer and the best antivirus software that would protect his computer.

This stage requires the consumer to have access to marketing information. Marketers provide information in various forms, which can be found in websites, media advertisement and online articles and reviews. The consumer therefore can acquire information on the best software through visiting online stores, which offer this software. The consumer, who is a frequent user of the Amazon online store, recognizes the availability of online software therefore can choose to purchase online. The consumer also knows of the possibility of acquiring the software from computer shops and software companies that offer installation and update of the software. The online stores available for purchase of software include the Amazon store, Software media, and Pc world among others. The consumer can choose from these alternatives. The consumer has to access the stores to determine the software available.

The consumer can also research the online reviews available on the online software stores, the software offered, and the efficiency of buying from the stores. The online stores offer the capability of the consumer to purchase from any location globally and pay using online money transfer. This therefore means consumers have access to global stores, which increases their choice alternatives to help them compare. The consumer also has access to many software alternatives developed by various companies. The consumer can choose from Microsoft or Intuit accounting software and various antivirus software such as Norton or Kaspersky.

Evaluation of Alternatives

Evaluation of alternatives involves analyzing the information collected on the various alternatives. The consumer has to choose on alternative among the many. The evaluation can be done in terms of cost, accessibility, and maintenance and payment method. The consumer will have to evaluate the type of software offered that can help optimize his computer and the antivirus types available. The consumer will have to identify the number of software that is available than can help solve the problem. The type of software available can be evaluated based on the flexibility, the cost, and the level of protection for the antivirus. The alternatives identified by the consumer for the antivirus include the Norton and Kaspersky antivirus. This software can be evaluated based on the memory requirement on the hard disk. They should also be evaluated based on compatibility with the operating system. The software can also be evaluated on the cost of the two software options from different online stores such as the Amazon store and Pc world store. The similarities and differences should be noted. The level of protection also has to be evaluated to determine if the antivirus protects the computer against viruses only or if the software protects against other computer threats such as redundancy.

The accounting software should be evaluated on its capability for large data manipulation, design of report presentation and the ease of use. The evaluation criteria for the software should be well understood by the consumer to enable him make an appropriate purchase decision. The software can also be analyzed based on the company that developed it. This is because the consumer can prefer a company’s products to others. Other criterion for evaluation includes the mode of payment for the online purchase, the security measures installed by the online stores to enable the consumer know if the confidentiality of their information will be enhanced. By developing evaluation criteria, the consumer can be able to make a decision that meets his need and which will solve his problem effectively in a manner that is suitable to him.

Purchase Decision

Making a purchase decision involves choosing the best from the alternatives that will ensure the consumer meets his need and is able to solve the problem that he had identified (Consumer Factor, 2016). The decision is based on the alternatives evaluated through the identification of the alternative that best suits his need. In this case, the consumer will have to identify the software that he will purchase based on the analysis made. The accounting software had several options, which include Microsoft’s accounting software and the Intuit accounting software, which is the QuickBooks. The software was evaluated based on its capabilities, design, and the ease of use. The consumer does not have a preference of a company’s software over another but is concerned with the capability of the software to solve his problems.

The decision making process is influenced by the consumer perceptions about a company and its products. In this case, the consumer makes the decision on the type of software based on the information about its efficiency. Based on this judgment, the consumer will purchase the Intuit’s QuickBooks due to the reviews the consumer has read recommending its use due to its high efficiency. The QuickBooks manual also would provide the consumer with the method of using the software, which would make it easy for him to use. The antivirus choice was based on the reviews read by the consumer on the protection, usability, and features. The consumer would prefer Kaspersky antivirus due to its enhanced protection capabilities which would enable him have optimum protection for his information. Both software are compatible with the consumer’s operating system, which is a factor that had to be put into consideration. Having chosen the software, the consumer would then make a choice of the online store to use in order to solve his problem.

The choice of store would be guided by the availability of the software in the store, the mode of payment, and the ease of consumer use of the online store purchase process. The software is available in the stores identified, which are Amazon and Pc world. The consumer past buying behaviors influences the consumer’s choice on the mode of payment and purchase process. The consumer has frequently used Amazon online store to buy various products therefore, he is familiar with the operations of the store. Due the satisfaction with their services, the consumer chooses to buy from Amazon store. The consumer will therefore buy through accessing the Amazon online store through the Amazon website, find the software he intends to buy from the website and provide details required for purchase. The consumer would be prompted to make payment after completing the shopping experience. The software would be offered to the consumer by downloading to his computer and installing (Amazon.com, 2016).

Post-Purchase Evaluation

Post purchase evaluation involves analyzing the product bought to determine its ability to solve the problem and satisfy the need by the consumer (Consumer Factor, 2016). Marketers can obtain information on consumer satisfaction through assessing return purchases by consumers and evaluating their feedback through offering them a chance to rate their shopping experience before logging out of the online store shopping cart. The consumer will have to evaluate how the software purchased has influenced his method of generating reports and whether it has influenced the data manipulation efficiency. The consumer’s problem was the lack of efficient software to enable fast and effective method of accounting data manipulation and generation of accounting reports. The previous system used by the consumer provided unattractive report design and was slow.

The installation of the software should enhance the performance through better report and fast data computation. The antivirus software should enhance the consumer’s computer performance through minimal breakdowns and the protection of information. This can be evaluated through analyzing the ability of the computer to perform with minimal breakdowns and the non-availability of redundancy in the computer. The consumer could also evaluate whether the decision was right by analyzing the shopping experience by the consumer. If the consumer was able to complete the shopping with minimal errors and easily, the consumer will be satisfied with the choice of store.

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