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What Affects the Buyer Decision-Making Process?

The buyer decision-making process includes learning, dissonance, satisfaction, dissatisfaction, and disposition. Each of these stages helps guide the buyer through their purchase decision. 

Buyer learning includes the prior knowledge that someone has about a product, and the motivation someone has towards purchasing that product, and oftentimes includes information that shows the availability of products.

Dissonance includes feelings of anxiety or dissatisfaction with the purchase decision sometimes this behavior can influence future purchases because the consumer remembers the feelings of negative satisfaction.

Customer satisfaction is the most important arbiter of satisfactory decision-making. Satisfied customers tend to purchase repeatedly and tend to give a positive word of mouth to other consumers. Satisfaction is determined by the fulfillment of promises by the brand and how satisfied the buyer is with his purchase.

Post-purchase behavior can determine whether a consumer becomes loyal or if they communicate their satisfaction to others. Negative experiences can often affect future purchases of the product.

Disposition is the attitude and frame of mind of the buyer. They may be calm or agitated, amenable or stressed out. The mood of the buyer is important in their decision.

Therefore, the buyer decision-making process includes learning, dissonance, satisfaction, and disposition. These factors show the variables displayed in the buying process.

 —Robert Vergara

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