Consumer Decision Making - Copy.docx

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Running head: CONSUMER DECISION MAKING Describe the steps of the consumer decision making process then critically assess whether it as an accurate representation of accurate decision making Submitted by: Student ID: Tutor’s Name: Date:
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Consumer decision making 2 Describe the steps of the consumer decision making process then critically assess whether it as an accurate representation of accurate decision making Introduction The consumer buying decision process comprises five stages: problem recognition, information search/ search for alternatives, evaluation of alternatives, purchase decision, and post-purchase evaluation. The buying decision process is influenced by psychological factors, situational factors, and also social factors. This consumer buying decision process mentions about whether to purchases, what to purchases, when to purchase, from whom to purchase, and how to pay for it. For example, a consumer names Ali decided whether to buy a car, what model to buy, when to buy, from whom to buy, which dealer, and how to pay for it. In the life reality, the actual act of purchasing is only one stage in the process, and it usually not the 1st stage. Besides that, not all the consumer decision includes all the five stage. Some consumer is extended problem solving usually go through all stage of decision process, but if some of them engaged in limited problem solving there may omit some stages. The consumer decision making process is used by marketers to make important marketing decisions. When a consumer decides to buy a product they follow through the course of realizing the problem, searching for information, evaluating the alternatives, choosing the product, and contemplating the purchase after it has been bought. Marketers can influence consumer’s actions by evaluating their decision making processes. Making sure that the consumer is satisfied with their purchase from the beginning to the end is highly effective in ensuring that the product is continually successful. Studies have shown that when a customer is unsatisfied with a product 91% of them will never buy from that company again, so appraising the consumer decision making process, to promote customer satisfaction, is a necessary step within the marketing phase of a product. Problem Recognition and its critical assessment The first stage in the consumer decision-making process is problem recognition. Problem recognition occurs when consumers are faced with an imbalance between actual and desired states. For example, Ali had buying a new car on January. After two month he realized that his car is not suitable to him because his car did not have ABS break. It is considered such a danger matter. So that he decided to buy a new car. The speed of consumer problem recognition can be quite rapid or rather slow. Sometimes a person has a problem or need but is unaware of it. Marketers use sales personnel, advertising and packaging to help trigger recognition of such needs or problems. For Example, a car seller may advertise some cars promotion in the newspaper or magazine at the beginning of the term. The people who see the
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  • Spring '16
  • Uy-Barreta

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