Buying Decision Process

Problem Recognition:

The buying process of a product starts when the person recognizes a problem or requirement triggered by internal or external stimuli. For the app Angry Birds, the requirement is entertainment. When a person (with a smart phone or tablet) is bored and needs something to kill time or just to entertain themselves, they may look at various games available in the market. The requirement could also be triggered by watching another person playing the game and downloading it to compete with that person.

Information Search:

The Personal search for this product comes from friends and family who have played the game. This is the most reliable source, if a friend recommends a game to you, you will download it. The other source is Commercial. While browsing through the internet one may come across ads for Angry Birds game or one may go on the app store actively looking for information about the various games available in the market. The third source is Experiential. A person may have played the game on somebody else's device and having experienced it, decides to download it for himself.

Evaluation of Alternatives:

A customer will have certain beliefs and attitudes about a product, based on which he will decide to buy or not buy. The general attitude that people have towards games is that they are meant to entertain, and Angry Birds fits well into this existing attitude. It is a casual game that provides pure fun. A person may evaluate Angry Birds against the alternatives available in the market, but the decision is based on whether the game has most of the attributes that a person is looking for in a game. Angry Birds is a wholesome game and has attributes like good art work, simplicity, entertainment value etc. These are the main attributes one looks for while looking for a game and this is one of the reasons why the game has been so successful.

Purchase Decision:

Once clear about buying Angry Birds, after looking at all the alternatives, decision Implementation is simple because Angry Birds game app is easy to buy, from online app stores.

Post-purchase Decision:

Once the app has been purchased and downloaded, it keeps sending push notifications and emails to users letting them know about new updates and news. This leads to post-purchase satisfaction as the customer feels good when he reads that the app is still doing well in the market and feels that he is getting updates and new levels even after his purchase has been made. The continuing popularity of the game also makes the customer happy with his decision.