Buyer Decision Process

Kotler thinks that "Marketers need to focus on the entire buying process rather than on just the purchase decision." He has the steps as: Need recognition, information search, evaluation alternatives, purchase decision, post purchase behavior. The need my customers have is the demand to maintain the ideal body. This demand has them searching for many answers in many different places. They first search for information from co-workers that understand how hard this lifestyle is and wonder what they do to upkeep this image. When they can't find answers from them they'll look to their friends and family. They'll evaluate the alternatives having already tried diet pills, meal replacements, different workout regimens but nothing keeps their interest, or nothing works with their hectic schedule. Then they make the decision to purchase my cookbook. During their post purchase they adjust to the suggestions in the cookbook and spread their likes and dislikes to those in the 'information search' process.

Quote 10/ Chapter 5
Pg 146: Buyer Decision Process
(Philip Kotler, Marketing, An Introduction)