Consumer Decision Process Essay

3253 words - 13 pages

CONSUMER DECISION PROCESS 1.0 Introduction As a consumer we are forced into making decisions everyday of our lives. Every purchase involves some sort of decision process. To gain an edge, marketers need to understand the thought process involved with consumers and their purchases. Part of understanding the way consumers think is the consumer decision-making process model. This model involves the steps that a consumer would sub consciously make when making a purchase. The model is not a set of step-by-step procedures manual that consumers take, but it is what occurs in consumers sub consciously. Depending on the purchase, the individual, and situation affecting the consumer, the decision process will vary.The decision process model looks at how an individual thinks when making a purchase, and behaviours linked to a consumer before, during and after the purchase.There are five phases involved in the consumer decision process model, which will be examined throughout the report. A character making high involvement purchase will be used to examine the phases of the process in more detail.1.1 The Character Name: Shane Smith Address: 20 Hall Rd, Tullamarine Age: 40 Gender: Male Martial Status: Married, 2 children, 1 on the way Occupation: Factory Worker Shane Smith is a factory worker and is happily married to wife Karen. They have 2 children aged 1 and 4 and are expecting their third child shortly. Shane drives an old Beatle and Karen drives a 1993 Hyundai Excel. With a new child shortly to arrive, a new car is necessary so Shane and Karen have decided to purchase a new car.1.2 What Shane & Karen are looking for The features Shane and Karen are looking for in their car are safety, space, comfort, reliability, fuel economy and resale value. Modifying components and optional extras aren?t necessary although they would like air conditioning and power windows.There are five phases involved in the consumer decision process model. Depending on the involvement of the purchase, consumers will either go through all the phases involved in the model or just a couple. In Shane?s situation he will experience the following five factors: 1. Problem Recognition 2. Information Search 3. Evaluation and Selection 4. Store Choice and Purchase 5. Post Purchase behaviour 2.0 Problem Recognition Problem Recognition is the first stage of the consumer decision process. ?The recognition of a problem is the result of a discrepancy between a desired state and an actual state? ( Neal, Questor & Hawkins p3.6). Shane?s problem recognition is a result of his wife having another baby. Shane already has two kids and realises that his wife?s current car, which is a Hyundai Excel, won?t be big enough to legally and safely seat all members of his family.2.1 Actual State Shane Smith?s actual state is that his wife currently owns a Hyundai Excel and he drives an old bomb. He wants to purchase a larger car so that the family can go out together and all members will be seated...

Find Another Essay On Consumer Decision Process

Febreeze and the Consumer Decision Process

914 words - 4 pages Febreeze and the Consumer Decision Process In some industries and for some products, the Consumer Decision process is a long and drawn out, filled with enormous data collection and evaluation prior to a decision being made. What happens with the development or discovery of a new product that perhaps the consumer doesn’t even know they have the need for it? Such was the case with Proctor & Gamble’s Febreeze. Entry Into the Marketplace When P

Consumer decision making process priority - MRKTG345

229 words - 1 page Some companies weigh heavily upon the “Consumer Decision-Making process” which we know from our book considers five steps. This is the second time I’ve Heard of this but the first time I can properly explain it. But while learning about this it sparked some interest to know where I’ve seen these familiarities, then I had an “AHA!” moment and realized where I’ve seen it. Companies rely so heavily on the analysis of the “consumer decision making

Decision making process of consumer behaviour

3492 words - 14 pages Decision making is a focal interest in consumer-behavior research; consumers constantly make decisions about the selection, consumption, and disposal of products. Many of the most important decisions consumers face involve making difficult trade-offs such as price versus safety in purchasing an automobile, quality of life versus longevity in some health care choices, or risk versus return in selecting investments for a child's educational

Extensive decision-making process - consumer behaviour: analyse the many elements of EKB's consumer decision model in relation to consumer behaviour

5457 words - 22 pages that logically indicate the interrelationship of variables for research purposes and also aim to give an understanding of what happens as variables and circumstances change (Erasmus et al, 2001). The utilisation of EKB's consumer decision making model has allowed us to become more perceptive when undertaking this complex purchase. The model under analysis is a schematic representation of the stages of the buying process;2.1 Need recognitionThe

Using the theory of consumer behavior, conduct critical analysis on the decision making process

3791 words - 15 pages discussed late.2. The distinct roles in the family decision-making processAs a case, one family intends to buy a station wagon of Toyota recently. Undoubtedly, the purchase activity will experience series decision-making process due to the automobile is valuable equipment for the family. In the light of Neal, Quester, and Hawkins, consumer decision making process of high-purchase involvement consists of five stages, namely, problem recognition

How Martketers Use Nonverbal Communication to Influence Consumer Decision Making Process

1458 words - 6 pages Outline Purpose: • I want to show how marketers use nonverbal communication to influence consumer decision making process Introduction: • Consumers don't even realize how heavily their decision making process is influenced by nonverbal communication Body Outline: • Main Idea Nonverbal communication as a an consumer decision making influencer • Physical communication • Signs of communication (mechanical communication) • Aesthetic

Consumers Union

555 words - 2 pages Consumer Reports information affects the consumer buying decision by having these few steps, information search and the evaluation of alternatives. What Consumer Reports do is they work for a fair, just, and a safe marketplace for the consumers and to allow them to protect themselves. Consumers lack a dependable source of information they could rely on to help them to differentiate a good product from bad ones.The purchase decision process is

SmartThings

781 words - 4 pages The customer is the most important for the marketer in order to sell the products in the market. With SmartThings decision making process is determined by the wants or needs of the customers and also about the behavior and service of marketer. In the issue of SmartThings, marketers try to segment markets in ways that may help them to guide and manage relationships with targeted customers. The target segment reflects the cognitive consumer and

This is a literature about consumer behavior

2370 words - 9 pages know that when do they buy the products, why do they buy them, where do they buy, how do they buy, and also need to understand how do they use the products, where, when and why do they use the products. So the discussion of Consumer Decision Process is the central point of this report. A good understand of Consumer Decision Process is also good for the company make a marketing strategies in the local industry.In 1982, Engel and Blackwell mentioned

Consumer Buying Behavior

2393 words - 10 pages . 5. A marketer may need to adjust marketing strategy to build more profitable relationships with customers. II. HOW CONSUMERS BUY A. Understanding how customers buy helps marketers develop an appropriate marketing strategy. 1. The consumer purchase-decision process consists of five stages. 2. Marketers need to provide what consumers require at every stage. B. The Need-Recognition Stage 1. Need recognition occurs when a consumer

The Buyer Decision Process

629 words - 3 pages The Buyer Decision ProcessWhen deciding to make a purchase, most consumers unknowingly pass through a series of stages that help them to make choices about which products or services to buy. (Armstrong and Kolter, 2007 p.142)According to Wikipedia, decision making is said to be a psychological process. (2007) One definition of consumer behavior is process by which individuals search for, select, purchase, use, and dispose of goods and services

Similar Essays

Consumer Decision Making Process Essay

1940 words - 8 pages Consumer Decision Making Process A key factor in successfully marketing new/existing products or implementing a product Extension is a thorough understanding of the motivation, learning, memory, and decision Processes that influence consumers purchasing behavior. Consumer purchasing behavior theories have found their way into managerial decision making to help companies more effectively develop and launch

Consumer Decision Process Essay

967 words - 4 pages This is a short essay I had to write for my marketing class in how I used the consumer decision process in my personal life.Consumer Decision ProcessConsumer Decision Process is a complete six step process which an individual completes in making purchasing decisions. Some purchases with high levels of social or economic consequences are highly involved, known as high-involvement purchases, such as buying a new car or a new home. Low level

Consumer Decision Making Process Essay

1327 words - 5 pages Challenged with competing products, companies are finding it more important to understand why a consumer would choose one product over another. To do this, the company needs to recognize the complex decision-making process a consumer goes through. The variety of products is always expanding, but with the consumers' limited temporal and cognitive resources, they cannot simply analyze all the products.Making rational choices does not only require

Consumer Behaviour: Decision Making Process Essay

879 words - 4 pages Challenged with competing products, companies are finding it more important to understand why a consumer would choose one product over another. To do this, the company needs to recognise the complex decision making process a consumer goes through. The variety of products is always expanding, but with the consumers' limited temporal and cognitive resources, they cannot simply analyse all the products.As Jon Elster (1989) points out, making