Theory Regarding Kotler's Buying Decision Process

Hello to Every One,

Today i have alot to talk about on my Post. I will start off with the theories (I know they are the boring part but without that you won't know anything).

To start off with, I am going to talk about the Theory regarding Kotler's Buying Decision Process backed up with an example, a video and some links for you to look at in your spare time.

First of all some background information on Kotler. His full name is Philp Kotler, born on 27th May 1931 in Chicago. By occupation he is a Marketing Consultant and has consulted many large companies, including IBM, Michelin, Bank of America, General Electric, Motorola and many more. With these companies he has focused in the areas of marketing strategy, planning and organization, and international marketing.

He presents seminars in major international cities around the world on the latest marketing developments to companies and other organizations. Below is a picture of Philip Kotler.

Now moving on to his buying decision Process. First of all he believes that the factors which influence on Consumer Behaviour are Personal, Organisational, Social, Cultural and Psychological. Below is a diagram of Kotlers buyer decision process.

According to Kotler Consumer Behaviour is the process the consumer needs to take when buying an item. For example when you buy a product whether its of high purchase or a low purchase. Take a drink for example you cant make your mind up what drink to buy so you are still choosing and that comes under information search, you want to get pepsi or 7up so that shows you are choosing your alternatives, but one of them is a bit expensive then the other, so you decide to buy the cheaper one thats coming to a purchase decision but then also you don't like the cheaper drink once bought and you think should have got the other one that is post purchase behaviour. According to Kotler each purchase involves this, but in my personal opinion for small purchases alot of people don't think that and just buy what they feel, but where expensive things like a car and a house is concerned, then every step is needed as its a big purchase and cannot just spend the money without thinking or making decisions along the way to youyr final purcahse.

This link below is a video which will also make you understand a bit about consumer behaviour, that's why i have put it up, hope it is helpful.

Perceptual Maps

Perceptual maps are an excellent way for some one to visualize peoples opinions and perceptions on a particular product in regards to whoever the competition is. Below is an image of a perceptual map:

Above is an example of the low budget and high budget choclates. The high budget chocolates include cadbury roses, belgian chocolates (basically the boxed chocolates) and surprisingly the low quality chocolates are the most favoured ones by customers in my personal view like Cadbury fruit and nut, snickers, mars and twix. But if you look at it from a overall perspective the lower quality chocolates are not preferred.


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