Buying a product can be a complicated process. Buyers typically pass through a five-stage process where they must decide between a set of possible options to meet their needs. Take, for instance, Gabbie and her need to fly home to see her parents

during the holiday season. With her limited budget, and even less experience, she relies on her parents, her boyfriend, Justin, and the Internet as sources of information to help guide her decision. Gabbie decides to purchase a flight with Jet Green. While she enjoyed her flight, the airline did lose Justins luggage, which left her with a somewhat negative opinion of an overall satisfying experience which may or may not affect using Jet Green again.

The purchase decision process is a five-stage process that buyers pass through in making decisions about which products or services to buy, including: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) post purchase behavior. These five stages are significantly impacted by psychological influences, such as motivation and personality, along with societal influences, such as influence from opinion leaders and an individuals culture or subculture.

Main Post Instructions:

Think about the stages of the purchase decision making process and the influences as you watch this video.

In your main post, respond to the following points:

Given that Gabbie is looking for a budget-priced flight home for holidays, she will need to determine which flight features are most important to her. In which stage of the decision making process is she doing this?

What is one psychological influencer that played a role in Gabbie's decision?

Note: There are 4 psychological factors that impact decisions: perception, motivation, attitudes, and learning.

When Gabbies parents recommended she use their favorite airline, what kind of information search did they use?