Buying Decision Process, Source From: Phillip Kotler

Buying Decision Process, Source From: Phillip Kotler (1999)

3.1.1.1 Problem Recognition

Problem recognition is the first step of the buyer buying process. The consumer detects a stimulus which raises a need (Kotler, 2000). It is important that if consumer's need is not recognized, then the purchase will not occur. This stage normally be influenced by the degree of departure from homeostasis, the balance between the consumer's status and the situation that the consumer wants (Bruner, 1988). Hawkins and Coney (1998) mentioned consumers will based on internal and external stimuli to make decision making. After marketers gather all the information that they have, they can start to recognize the factors that generally trigger attention in the product and can build up marketing programs that engages these factors.

3.1.1.2 Information search

When consumer has recognized the problem, they will start to search for information. The source of information can be include personal sources, experiences and commercial and public sources (Kotler, 2009).Those information in order to resolve the problem that they created. According to Belch (2007) explained that consumer assume both an internal and external search. The internal search is concerning to the consumer who search via information recalled about product from memory and is determined by the consumer's existing knowledge and their ability to retrieve relevant product's information (Sean, 2005).

3.1.1.3 Evaluation of alternatives

In this stage, the consumers will estimate and rank alternative brand based on the information they have. It needs to establish criteria for evaluation, features the buyer whether wants or not (Bhasin, 2010). It usually quoted by price, brand name and product quality which consumer use to conduct the alternative evaluation