Alternative evaluation: it is another stage that links closely to IMC. It could be said that, information research and alternative evaluation occur in the model of buying behavior at the same time. This is because customer research and evaluate products at the same time. However, there are some differences in consumers’ evaluation if they consider the similar products with different brands. It could be said that the research information is the foundation stage for alternative evaluation. In order to attract customers, company should allow customer to use their sample and receive feedbacks. “Word of mouth” in this stage becomes more effective. Based on other experiences and knowledge, customers could decide to buy products. In addition, price of product is the most attractive one which can press in ads on TV, radio or through company website. For example, every week Cole creates Ads on TV and prints to show their special price in particular products. These communication tools transfer directly to customers.
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Purchase decision: As a result of above stages, customers decide to purchase. Thanks to the innovation of technology, internet and virtual channel is an effective way for customers to purchase. Through website, customers can buy the products from any brand even it is far away. It satisfies worldwide customers so helping company built the loyalty of customers
Post-purchase evaluation: this stage helps firms contribute the loyalty of customers completely through their own website. The voice of customers always is listened carefully by every single brand. Clearly, feedback from customers plays as the most important keys of any company. This is because understanding customer is also the way that helps company strengthen their products and services. Moreover, customer service could be seen as an effective marketing communication tools. Company can take care their loyal customers by allowing them to return the products if they are unhappy. In order to make a close relationship with customers, company can create a loyal program and support specially. Definitely, this program will be a great communication tool.