market

Buying process of non-institutional customers are discussed below in point wise clearly:
1. Need Recognition: All of the customers must identify their needs. The needs can be activated by internal stimulus such as thirst, home, hunger, sex and external stimulus such as advertisement and display. The customers should study and analyze them to find out their needs and problems. Then, they can make the purchase for satisfying their needs.
2. information searching: After the recognition of needs, the customers should try to find the information about the products which can purchase by them. The information may be about features, advantages and benefits of the products. The information about the products can be collected from the personal sources, public sources, commercial sources and experimental sources. Personal sources includes family, friends, neighbours, relatives, etc where as public sources includes mass media like television, radio, newspapers, internet, magazine etc. then commercial sources includes advertisements, salespersons, packaging, display, etc. and experimental sources includes handling and examining etc. of products.
3. Evaluation of Alternatives: This is third stage of buying process. After searching the information from different sources, these should be properly evaluated from different angles. While evaluating goods and services, different bases can be used such as product attribute, brand belief, their utility etc. That alternative should be selected which can provide maximum satisfaction to the consumers. Similarly, they should consider the opinion of family, friends and relatives etc to evaluate the alternatives.
4. Purchase Decision: After evaluation of alternatives, the consumers should take teh decision to purchase or not to purchase the goods. While taking purchase decision they should select the product on the basis of name, mode of payments, delivery, warranties and after sales services etc.
5. Post Purchase Evaluation: This is last stage of buying process of non-institutional customers. The customers continue to evaluate the goods after making purchase. The customers may or may not be satisfied with the goods. If the satisfaction is more than expectation, they will continue to consume and purchase the same goods from same suppliers but if the satisfaction, they become unsatisfied and will not consume and purchase the goods from same suppliers.