http://www.datamartdirect.com/index.php/2012/06/the-buyer-decision-making-process/
There are five stages that customers go though when making a purchase decision. The buyer decision process includes, need recognition, information search, and evaluation of alternative, purchase decision, and postpurchase behavior. Need recognition is the first stage when customers recognize they want to make a purchase based on a need or want. Information search is when buyers begin doing research on the desire purchase item. The information can come from family, friends, advertising, or online research.
The evaluation process happens when customers compare brands that carry the same desired purchase item. Customers compare brands based on personal criteria for example; price, style, safety, etc. After the evaluation process, customers decide on which brand they want to make their purchase from and make the final purchase transaction. Finally, portpurchase behavior happens after the purchase has been made. Customers either feel satisfied or desaditsfied with their purchase.
http://news.priceperhead.com/current-news/camera-extreme-sports-gopro-hd-hero2-104695
From marketers stand point; GoPro is a company that well understands the buying decision process. Working with technology benefits the buying decision process. The need recognition for customers comes from self-made videos from other customers that are post on YouTube. Whether its surfing, skydiving, or mountain climbing, viewers will have a connection with GoPro based on their interest.
Since GoPro customers upload videos online, it makes it easy for potential customers to find information about the GoPro. Online research makes in easy for customers to evaluate alternative companies. After the purchase is made, potential GoPro customers will feel satisfied with the purchase. The videos uploaded will keep them interest and since they will continue watching other GoPro videos, they will be motivate to keep it.
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