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Additional resources for CTH Marketing
The general stages in the buying process have been identified as follows. Need recognition Information search Evaluation of alternatives Purchase decision Post-purchase evaluation Each stage will be considered in turn and an example will be provided at the end of the section. Need recognition The process begins when the buyer recognises a need or problem. This can be triggered by internal stimuli, such as hunger or thirst, or external stimuli, such as social esteem. If the need rises to a threshold level it will become a drive and from previous experience the buyer will know how to satisfy this drive through the purchase of a particular type of product.
From a marketing perspective, Freud's theory implies that people buy a product, not only for the rational reasons that they may state overtly, but also for a hidden set of underlying unconscious motives (such as the need for social esteem or belonging), that they may not articulate. The marketer, therefore, should be aware of the impact of all aspects of the product that could trigger consumer emotions that stimulate or inhibit purchase. 2 Maslow's hierarchy of needs Maslow seeks to explain why people are driven by particular needs at particular times.
The cost to the firm of switching from one supplier to another. E X A M P L E A bank is a supplier of financial services and account facilities. You might have personal experience as to how 'strong' the bank is in relation to you. It is a hassle to switch bank accounts. 6 The rivalry amongst current competitors The intensity of competitive rivalry within an industry will affect the profitability of the industry as a whole. Although rivalry can be beneficial in helping the industry to expand, it might leave demand unchanged.