Købslystforløb

Købslystforløb, often translated as "consumer buying process" or "buyer decision process," refers to the series of steps a consumer goes through from recognizing a need or want to making a purchase and evaluating that purchase. This process is a fundamental concept in marketing and consumer behavior.

The typical købslystforløb involves five stages. First is need recognition, where the consumer identifies a problem or a desire. This might be triggered by internal stimuli like hunger or external stimuli like an advertisement. Second, information search follows, where the consumer seeks out details about potential solutions, products, or services. This search can be internal (recalling past experiences) or external (asking friends, reading reviews, or searching online). Third is evaluation of alternatives, where the consumer assesses the different options gathered during the information search, comparing features, prices, and benefits. Fourth is the purchase decision, where the consumer chooses a specific product or brand and completes the transaction. Finally, post-purchase behavior occurs, where the consumer evaluates the satisfaction derived from the purchase. This can lead to repeat purchases, positive word-of-mouth, or dissatisfaction and returns.

The length and complexity of the købslystforløb can vary significantly depending on the product or service. For low-involvement purchases, such as everyday groceries, the process might be very short and almost automatic. For high-involvement purchases, like buying a car or a house, the process is more extensive, involving more information search and evaluation. Marketers aim to understand each stage of this process to effectively target consumers with relevant messages and offers.