This website uses cookies to ensure you have the best experience. Learn more

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
new products, segment the market, determine market entrance and in
brand management.

Therefore, a better understanding of how consumers decide what to
purchase is critical to the success of a product. There are numerous
theories and models describing the consumer purchasing decision
process. The basic concept behind these theories and models are
similar.

Five steps describing the consumer purchase decision below followed by
a brief description.

1. Problem Recognition

2. Information Search

3. Evaluation of Criteria

4. Purchase Decision

5. Post Purchase Evaluation

Problem recognition is simply the awareness of a need. The need may be
perceived or real. The problem recognition process occurs every time
consumers decide they need something whether it is toilet paper or a
new home. This is the first and most basic step in the purchase
decision process. Marketers can effectively initiate consumers’
awareness of a need with the right advertising campaign. For instance,
the concession advertising prior to the start of a feature movie is
geared toward making movie goers aware that they” need” a drink and a
snack.

Information search is the process where consumers gather information
on a prospective

Product. Consumers may rely on their past experiences, information
recall, friends and family, publications, the media and the company to
provide them with information on the product being considered. The
extent of the information search is typically related to the cost of
the product and the consumer’s prior knowledge and experience with the
product and/or product category.

This is the process where the consumer will develop their purchase
set, or group of products that they will consider purchasing. If a
consumer is considering the purchase of a pick-up truck, at this stage
they will collect information and research automobile manufacturers
and their trucks. However, the information search may be less
extensive when the consumer considers purchasing less-expensive or
daily-use items.

Marketers can significantly impact the decision process by providing
product information.

Detailed product information, available product features/attributes
and benefits may satisfy potential consumers need for information.
Marketing at this step allows companies to “toot their own horn” to a
degree and explain the advantages of their product. In...

Find Another Essay On Consumer Decision Making Process

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 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

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

The Decision-Making Process

2363 words - 10 pages   Table of Contents Introduction 1 Traditional Decision-Making Process 1 Making Rational Decisions 2 Problem Definition-Rational 3 Identify Decision Criteria-Rational 3 Weight the Criteria-Rational 3 Generate the Alternatives-Rational 4 Evaluate the Alternatives-Rational 4 Select the Optimal Solution-Rational 4 Making “Good Enough” Decisions 4 Making Intuitive Decisions 4 Making Creative Decisions 5 Global Decision Making 5 Ethical Decision

Decision Making Process Model

1776 words - 7 pages Introduction The decision is to select an action among a number of actions that solves a given problem, that prevents a problem from happening, or that forces to apply new ideas for development. The need for understanding decision making process is increasing because the complexity of modern organizations is increasing, and because the modern organizations' effectiveness depends on the decisions made by the managers. The question is how to

Decision Making Process

688 words - 3 pages decisions based on their working unit, such as setting monthly schedules, handling employee conflicts, allocating pay rises, and recruiting and disciplining employees. Senior managers are therefore experts in the line of industry they are involved in, while supervisors are seen as departmental specialists.Decision making is a process and not simply a choice of alternatives. Figure 1 illustrates the decision making process, - an 8 step process that

Decision Making Process

761 words - 3 pages others. There are several steps to decision making. Majority of the steps are in total of three, but I am going to discuss six.The six steps of the decision making process are:•Step1: Define the problem•Step 2: Identify available alternative solutions to the problem•Step 3: Evaluate the identified alternatives•Step 4: Make the decision•Step 5: Implement the decision•Step 6: Evaluate the decisionStep 1: Define the

Decision making process

722 words - 3 pages computer program for Indomaret. In decision making process he will select a rational choice from the available options. Agustinus believe to make a good decision, he must weight the positives and negatives of each option, and consider all opportunities. To make decision making effective, a person must be able to outlook the effect of each option as well, and based on all these variables, that person are able to determine which option is the best for

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

The Process of Decision Making

1250 words - 5 pages Organizational behavior helps managers to improve the organization in a good way. Decision making process is the one of the behavior in human organizational behavior. According to McShane and Von Glinow (2000), “decision making a conscious process of making choices among one or more alternatives with the intention of moving toward some desired state of affairs”. Decision making is a linear process and it includes six steps such as identifying

Similar Essays

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

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

Consumer Decision Making Assignment

700 words - 3 pages How do consumers choose what products they are going to buy? Do they blindly walk in to a store and choose the first thing they see, or is there a science behind their behavior of buying? This is a question that has plagued researchers for years. Millions of products are bought worldwide every day, but what drives consumers to buy what they do? The book, Consumer Behavior, states that there are four views of consumer decision-making. These views