The buyer decision process:
There are various stages in which buyers pass through to reach a buying decision. The model shows the consumer passing through the five stages, need recognition, information search, and evaluation of alternatives, purchase decision and post purchase behaviour. (Kotler et al 2005, p. 279)

Need recognition:
This is where the buying process starts when the buyer recognises a problem, need or desire. The need can be triggered by internal or external stimuli, which can become a drive. (Kotler 2003, P.204)


Information search:
This is the process in which the consumer goes in search of more information regarding the product; they may be able to obtain more information through personal sources like family, friends, neighbours, acquaintances. Commercial sources such as advertising, sales people, the internet, packaging and displays. Public sources include the mass media, consumer rating organisations. Experimental sources include handling, examining and using the product. These four groups of sources allow the consumer to obtain more information regarding the product; the main source that would be taken into consideration would be personal sources. (Kotler et al 2005, P 281 and 282)


Evaluation of alternatives:
The consumer will evaluate all alternatives; this may be influenced by product attributes, importance of the product or due to the brand beliefs, or a utility function and the final being the evaluation procedure of the product. (Kotler et al 2005, P 282 and 283)


Purchase decisions:
This is an evaluation stage; this involves the process of the intention to purchase the product. The consumer would consider what brand would be the best option if there are various choices, the decision could also be made on the basis of price and convenience on which would be best in order to come to a final decision (Brassington and Pettitt 2006, P.108)



Post purchase behavior:
This stage involves consumers to take further decision based on satisfaction or dissatisfaction of the product. This is based on whether the supplier met the expectations of the consumer. (Brassington and Pettitt 2006, P. 109 and 110)


Perceptual mapping:

Above is an example of how perceptual mapping used, it shows an example of the chocolate products.

Perceptual mapping helps to provide insights into appropriate competitive actions. As well as providing an assessment and defining meaningful product positioning, this process provides opportunities to differentiate products, strengths and weaknesses, and ways to define the competition of the product as it shows how far away from competition is from the product is perceived and the map shows an understanding on how to improve the product offering. (Brassington and Pettitt 2006, P. 360)