Also the external sources are important to the consumers when deciding which

Also the external sources are important to the

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Also, the external sources are important to the consumers when deciding which product to purchase. External source of information is when the marketing can act, such as advertising on the TV, friends’ recommendation, celebrities’ references, social media, google, blogs, etc. On question 6 you can see that the source that most influence the participants (80%) is the social media (Instagram, Facebook, Twitter). On question 7 we can analyse the next step of the decision making, which is the Purchase decision. It’s when we evaluate the payment method and the purchase is finalised. There are many options today, such as: credit/ debit card, payment plans, cash, pay pal, etc. In this phase’s decision, such as “how should I pay”, “which options the store/website/person has to offer” can influence the consumer’s decision when finalizing the purchase. As you can notice on the questionnaire, 85.71% of the participants prefer to pay using their debit card. To conclude, the last 3 questions 8,9 and 10, are evaluating the last step of the process, which is the Post Purchase Behaviour. It’s when the costumer compares
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the products with their previous expectations and will be either satisfied or dissatisfied. Therefore, these stages are critical in retaining customers. This can affect the decision process for similar purchases from the same company in the future, having a knock-on effect at the information search stage and evaluation of alternatives stage. If the customer is satisfied, this will result in brand loyalty. On the basis of being either satisfied or dissatisfied, it is common for customers to distribute their positive or negative feedback about the product. This may be through reviews on the brand’s website, social media, mouth to mouth and how the companies react to it can make the customer happy or unhappy. As you can notice on question 8, 86.67% of the participants sometimes get dissatisfied after purchase the product. On question 9 you can notice that 60% of the participants never take
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