Buyer decision process

The term purchasing decision is used in marketing in two senses:

  • In the literal sense as a decision of a consumer are to conclude a purchase contract;
  • In a figurative sense as a decision of a consumer are at the end of any contract, of any type.

Distinction between

In everyday language, but also in economic jargon, the term " purchase decision " is often used synonymously from said economic reasons with the terms " purchase decision process " or " purchase decision ". Examples are the terms " rational purchase decision " ( = by weighing of intersubjectively verifiable factual arguments made ​​purchase decision ) or " habitualised purchase decision " ( = habitually made ​​the purchase decision). The adjectives describe here the way of conclusion, the purchase decision (see buying behavior ).

The meeting (or cases ) of the purchase decision is the final step in the purchase decision process. The purchase decision is thus the result of this process.

Position in the process chain

Looking at the marketing associated processes in chronological order, the purchase decision marks the end of the contract and (together with the decision to sell the vendor ) the starting point for the exchange of services between the parties.

Stability and validity

Not always the buyer to his choice; and is not always a decision made or views expressed by him buying decision will be final and irrevocable. The following reasons can undermine the stability or validity of any purchase decision:

  • The buyer have any doubt about a decision made by him purchase decision ( buyer's remorse ). This is the case when he subsequently receives information that would have led him on an earlier note to another purchase decision.
  • When so-called " purchase on " the buyer has the right to revoke its decision taken under conditional sale decision within a period and the seller to return the purchased item. Only with the approval of the purchase by the buyer or after the deadline, the purchasing decision is final.
  • A buyer is in charge of his declaration of intention in error: either he has made his decision to purchase under a false assumption, or in the expression of his decision he makes a mistake. In certain cases regulated by law ( content error, mistake or property declaration error) then the buyer has the right to avoid the contract because it was invalid from the beginning.

Decision to sell

For a power exchange, the purchase decision of the demander faces the decision to sell the provider. The latter is the provider of an asset decision to conclude a contract. Applied mutatis mutandis on the purchase decision has been said in this decision. Only if the declarations of buyers and sellers meet, the contract is concluded.