Essay About Pre-Purchase Stage Of Antomobile And Need Recognition

Pre-Purchase Stage Of Antomobile And Coffee
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Purchasing an automobile is a complex buying behavior that consumer is highly
involved in a purchase and significant perceived different among brands. And buying
a cup of coffee is a habitual buying behavior as there is low consumer involvement
and few significant perceived brand differences.
Need recognition: Consumers purchasing an automobile may because of their esteem
needs. They think that automobile is a symbol of status and self-identity and their
self-image is tied to the product. But for buying a cup of coffee is a physiological
needs that consumers buy for it because they feel thirsty.
Information search and Evaluation of alternatives: Automobile is a high
involvement, expensive and purchased infrequently product. Consumers will actively
search for information to evaluate and consider alternative brands by applying
specific criteria such as price, performance, durability and service for an automobile.
Consumers may also gain information through the dealer, know the relative
advantages of another brand before the purchase.
Purchasing a cup of coffee in the same shop everyday, is a low involvement with most
low-cost and frequently purchases products. Consumers do not search extensively for
information about