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Consumer Decision Making Additional

The consumer decision making process involves consumers identifying their needs, gathering information on alternatives, evaluating options, and making a purchase. It is a complex process influenced by economic, psychological, and environmental factors. The stages are need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Consumers determine their needs, research options from various sources, compare based on factors like quality and price, decide on a purchase, and then evaluate if the product met their expectations.

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84 views2 pages

Consumer Decision Making Additional

The consumer decision making process involves consumers identifying their needs, gathering information on alternatives, evaluating options, and making a purchase. It is a complex process influenced by economic, psychological, and environmental factors. The stages are need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Consumers determine their needs, research options from various sources, compare based on factors like quality and price, decide on a purchase, and then evaluate if the product met their expectations.

Uploaded by

king hobo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Consumer Decision Making Process

Consumer decision making process involves the consumers to identify their needs,
gather information, evaluate alternatives and then make their buying decision. The
consumer behavior may be determined by economic and psychological factors and
are influenced by environmental factors like social and cultural values.

The consumer decision making behavior is a complex procedure and involves


everything starting from problem recognition to post-purchase activities. Every
consumer has different needs in their daily lives and these are those needs which
make than to make different decisions.

Decisions can be complex, comparing, evaluating, selecting as well as purchasing


from a variety of products depending upon the opinion of a consumer over a
particular product. This renders understanding and realizing the basic problem of
the consumer decision making process for marketers to make their products and
services different from others in the marketplace.

Also Read: What is the Buyer’s Journey? – Stages with Examples

5 Stages of Consumer Decision Making Process


The buying behavior model is one method used by marketers for identifying and
tracing the decision making process of a customer from the start to the end. The
process is categorized into 5 different stages which are explained as follows:

Need Recognition
Need recognition occurs when a consumer exactly determines their needs.
Consumers may feel like they are missing out something and needs to address this
issue so as to fill in the gap. When businesses are able to determine when their
target market starts developing these needs or wants, they can avail the ideal
opportunity to advertise their brands.

An example who buys water or cold drink identifies their need as thirst. Here;
however, searching for information and evaluating alternatives is missing. These
consumer decision making steps are considered to be important when an expensive
brand is under buying consideration such as cars, laptops, mobile phones, etc.

Information Search
The information search stage in the buyer decision process tends to change
continually as consumers require obtaining more and more information about
products which can satisfy their needs. Information can also be obtained through
recommendations from people having previous experiences with products.

At this level, consumers tend to consider risk management and prepare a list of the
features of a particular brand. This is done so because most people do not want to
regret their buying decision. Information for products and services can be obtained
through several sources like:

 Commercial sources: advertisements, promotional campaigns, sales people


or packaging of a particular product.
 Personal sources: The needs are discussed with family and friends who
provided product recommendations.
 Public sources: Radio, newspaper and magazines.
 Experiential sources: The own experience of a customer of using a
particular brand.
Evaluation of Alternatives
This step involves evaluating different alternatives that are available in the market
along with the product lifecycle. Once it has been determined by the customer
what can satisfy their need, they will start seeking out the best option available.
This evaluation can be based upon different factors like quality, price or any other
factor which are important for customers. They may compare prices or read
reviews and then select a product which satisfies their parameters the most.

Purchase Decision
When all the above stages have been passed, the customer has now finally decided
to make a purchasing decision. At this stage, the consumer has evaluated all facts
and has arrived at a logical conclusion which is either based upon the influence
from marketing campaigns or upon emotional connections or personal experiences
or a combination of both.

Post Purchase Behavior


The purchase of the product is followed by post-purchase evaluation which refers
to analyzing as to whether the product was useful for the consumer or not. If the
product has matched the expectations of the customer, they will serve as a brand
ambassador who can influence other potential consumers which will increase the
customer base of that particular brand. The same is true for negative experiences;
however, it can halt the journey of potential customers towards the product.

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