MASTER OF BUSINESS ADMINISTRATION
MARKETING MANAGEMENT
BPMM 6013

CASE STUDY:
AN ACCOUNT OF THE PURCHASE OF
A TELEVISION SET IN SINGAPORE

PREPARED BY:
ISKANDAR MUSA
(814028)

1. What are the different stages in the buying process for a television set? What critical stimuli or events drive each stage?

Buying process is the process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. Generally, consumer passes through five stages of buying process: problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior as illustrate in Figure 1. But consumers do not always pass through all five stages in buying a product. They may skip or reverse some stages.
Problem recognition

Information Search

Evaluation of alternatives

Purchase
Decision

Postpurchase
Behavior

In this case, a couple wanted to buy a new television set. The buying process starts when the couple recognizes a problem or need a new bigger television when their in-laws move in. They spend so much of their free time watching television.
Once decision has been made, now is to search for information. There are two levels, namely heightened attention, where a customer simply becomes more receptive to information about a product. In this case, the couple directly entered the active information search level. They started browsing newspaper and magazines (Public), comparing different models available in the market, ask friend and colleagues (Personal), check out the websites (Commercial) but eventually decided to do it the traditional way or we called it Experiential. The couple went to a few malls to experience handling, examining, comparing and using the product.

The couple spend two days searching for information and finally reached the