Essay about Buyer Behavior

1156 WordsJun 7, 20135 Pages
Running Head: BUYER BEHAVIOR Buyer Behavior Your Name Strayer University Health Services Strategic Marketing January XX, 20XX Dr. Your Professor There are many external and internal factors that influence consumer decision making. The consumer decision-making process is described as a “six stage model of the decision-making process that includes problem recognition, internal search, external search, alternative evaluation, purchase, and post-purchase evaluation” (Berkowitz, 2006, p 393). The uses of technology and information resources to research issues in health care marketing have been and continue to be beneficial. The most important purpose of marketing is to have items or…show more content…
The retired individual who calls the state medical society and seeks a second opinion prior to open-heart surgery. The retired individual who calls the state medical society and seeks a second opinion prior to open heart surgery applies complex decision making. Berkowitz (2006) describes complex decision making as “a decision-making situation requiring high involvement and extended search” (p 393). There are many issues and concerns that the retired individual has to deal with to ensure they are getting the most suitable and excellent care and treatment. By speaking with the state medical society to find the most experienced and suitable physician, other treatment options available, the most frequent recommended treatments, and the treatments with the best success rates and the lowest mortality and morbidity rates, the individual presents high involvement. No loyalty has been formed and the decision will not be centered on past occurrences with the present physician. The consumer who sees a new brand of headache remedy on the shelf and decides to try it. The consumer who sees a new brand of headache remedy on the shelf and decided to try it utilizes limited decision making. According to Berkowitz (2006), “limited decision making involves extended search in low-involvement situations” (p 109). Limited decision making does not involve any type of loyalty and depends on solely on advertisement. “The consumer is not particularly tied to one brand and sees
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