Consumer Decision Making Process Essay

The consumer bribe conclusiveness process is generally viewed as consisting of sequential steps or stages through which the buyer passes in purchasing a product or service. The various steps in this process, as well as the relevant internal psychological processes, those occur at each stage much(prenominal) as motivation, perception, attitude formation, integration and learning.1. Problem recognitionis the first step in the consumer finding-making process. This is caused by a difference between the consumers ideal defer and actual state. There are various causes of sources of problem recognition. These includea. Out of stock b. Dissatisfaction c. New needs / wants d. Related products/ purchases e. Marketer induced problem recognition f. New productsLook morethe consumer buying process begins when essay2. Information Searchbeing the second step in the consumer decision making process, involves a scan of cultivation stored in memory to recall past experiences or knowledge regar ding purchase alternatives. External search involves go to outside sources to acquire information such as personal sources, marketer controlled sources, public sources, or through personal experiences such as examining or handling a product.3. Alternative rating At, this stage the consumer compares the various brands and services, he or she has identified as being capable of solving the consumption problem and satisfying the needs or motives that initiated the decision process. The evoked dictated is a subset of all the brands of which the consumer is aware and actively considering in the decision process. A goal of marketers is to ensure that their brands are included in the evoked set of consumers.4. Purchase Decisionas an outcome of the alternative evaluation stage the consumer may develop a purchase intention or sensibility to buy a certain brand. Once this intention has been made and an intention formed, then the consumer implements it and makes the actual purchase. Many pur chase decisions are made on the buns of brand loyalty which is a preference for a particular brand that results in its repeated purchase. Many purchase decisions for non-durable, low involvement items take aim in the store and decision and purchase occur almost simultaneously. For these types of decisions top-of-mind awareness of a brand is important as is the influence of packing, shelf displays, point-of-purchase materials, and various sales promotion tools.5. Post-purchase Evaluationthe consumer decision process does not end once the product or service has been purchased. After using a product or service the consumer compares the level of performance with expectations. Satisfaction occurs when the consumers expectations are either met or exceeded, while dissatisfaction results when performance is below expectations. Another possible outcome of purchase is cognitive dissonance which refers to a feeling of psychological tension or post-purchase doubt a consumer may experience af ter making a tight purchase choice. Consumers often look to advertising for supportive information regarding the choice they have made.6. Variations in Consumer Decision Makingconsumers do not always assimilate in all five steps of the purchase decision process nor proceed in the sequence presented.There are three major variations of the consumer decision making process.Routine response behaviormany purchase decisions for low-priced, frequently engaged in brief internal search and making the purchase. Marketers of products characterized by daily response behavior must get and/or maintain their brands in the consumers evoked set and encourage brand loyalty. Those not in the evoked set must encourage trial and brand switching.