Question

Write a 3 to 5 page paper that consists of:

Chapter 6 in Kotler’s text talks about how health care buyers make decisions. Describe the five-stage model of the consumer buying process in the introduction to your paper.

Answer 1

Providing more information to health care buyer make good choices about their health care purchases with regard to quality and costs.

The decision-making process begins as consumers develop an initial set of purchasing options or brands. Within health care, this set may be driven by advertising, informal referral (from neighbor, co-worker or family member), formal referral from a provider, provider type, in-network status and consumer preferences such as geographic convenience. electronic and social media channels.

Once the initial consideration is complete, the next stage, researching potential purchases. During the active evaluation phase have consumer-driven marketing activities, such as Internet searches and reviews, word-of-mouth recommendations from friends and family, social media (posts, blogs and forums), as well as recollections of past experience.

In health care today, this typically happens at the point-of-service, without consumer access to cost, quality and other independent comparative data used to support informed decision-making.

Consumers build expectations based on their experience to inform the next decision-making process and may influence others based on this experience.

The consumer buying process means a consumer takes in making a purchasing decision. The steps include recognition of needs and wants, information search, evaluation of choices, purchase, and post-purchase evaluation.

The economic model of consumer behavior focuses on the idea that a consumer's buying pattern is based on the idea of getting the most benefits while minimizing costs. Thus, one can predict consumer behavior based on economic indicators such as the consumer's purchasing power and the price of competitive products.

A need is an essential product or characteristic of a product that you must obtain. For example, you need water to survive. A want, on the other hand, is some product or product characteristic that you desire but is not essential.

Needs often arise because of problems, such as breaking the cell phone you use for business. Wants may arise as part of your need for a product, or because you have been influenced to want a product because of some outside influence, such as advertising or observing someone enjoying it.

After you determine your needs and wants, you will start to search and gather information about potential product choices. Sources of information may come from print, radio, television, and Internet advertising. You may also do independent product research on the Internet, looking at product review sites and consumer reviews on retail sites, such as Amazon. Finally, you may seek the opinions of friends, family, and colleagues.

If you performed your research correctly, you should have some options from which to choose. You use your needs and wants as criteria in evaluating and comparing each product against each other. You may find trade-offs, such as higher prices for products that include more of your wants. You will rank your choices and pick the product that best matches your needs and wants based upon the budget available to you for the purchase.

Now you will purchase the product. Your purchasing decision may be influenced by the manner in which you can purchase and receive the product. For example, you may purchase a product through a particular store because the product can be financed, is available immediately, or can be delivered quickly.