Evaluation of Alternatives
Following the identification of alternatives and
collection of relevant information, each is evaluated accordingly. A consumer is highly likely to opt for the
alternative that has the least risk. It is the selection criteria that
determine the core of the evaluation. Selection criteria vary from one consumer
to another and from one individual context to another (Arıkan ve Odabası, 1995:
108).
At this stage, marketing management needs to develop
appropriate strategies of creating positive attitudes and images, maintaining
the available positive attitudes and images or modifying negative ones (Uygur.
2007: 192).
1.6.1.4. Purchasing (Buying) Decision
Following the evaluation
of various alternatives, a consumer starts the act of buying. If the decision
is positive, s/he prefers the product or service according to the constraints
in the region. Making such decisions is not straightforward, but marketers acknowledge
consumers about their decisions making via effective ads campaigns (İçöz, 2001:
93).
According to Rızaoğlu (2003: 155), this stage requires
getting into the action of buying an asset and benefit. However, the buying
decision has not yet been finalized because consumers may consult family
members and close friends for their opinions. If consulted people oppose to the
decision, this may lead consumers to re-evaluating the decisions or postponing
the act of buying. However, if a consumer is convinced that the destination is
worth visiting, it is then time and money that can hinder him or her. What a
marketer needs to do in this case is to try to recognize potential obstacles
and remove them. For example, cheaper destinations may be selected or shorter
holidays may be recommended.
1.6.1.5. Post-Purchase Behaviour
Buying the product or service does not mean the
process is finalized. The postevaluations of consumers play a key role.
Consumers need to feel satisfied. If satisfaction is provided, a consumer will
be likely to buy the same product or service. If not, s/he will neither buy it
herself or himself again nor recommend others buying it. Companies struggle to
win their customers by trying to overcome the potential problems that may arise
in the post-purchase stage (Uygur, 2007: 193).
1.6.2. The Role of Consumer on Buying Decision Process
A marketer would like to know who is interested in
buying and what other people play a key role in the decision making process
particularly to convince customers. It is sometimes easy to identify the
decision-maker. For example, businessmen or bosses stay at particular hotels
during their travel and their secretaries make reservations for them or in a
family decision for holidays are made collectively. According to Kotler et al.
(1999: 200), people play one of the following roles in the decision making
process:
-
Leader: introduces the
idea of buying a particular property or service for the first time such as a
friend suggesting a plan of holiday that has not been experienced by any member
of a group before.
Leader: introduces the
idea of buying a particular property or service for the first time such as a
friend suggesting a plan of holiday that has not been experienced by any member
of a group before.
-
Influencer: has the power to
influence the final decisions such as a person impacting the choice of
destination in a group after all research information.
-
Decision-maker: makes part or all of
a decision on whether to buy, what to buy, where and how to buy. For example, a
couple makes a joint decision to go out but it is a decision-maker who decides
which one.
-
Buyer: gets the action of buying
such as parents who pay for the purchase.
-
User: consumes service or product.
For example, all members of a family should feel satisfied about the decided
restaurant for another dinner there.
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