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The Consumer Decision For Chilekwa

Notes for consumer market

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21 views5 pages

The Consumer Decision For Chilekwa

Notes for consumer market

Uploaded by

amosmulwanda8765
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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LONDON AMERICAN UNIVERSITY COLLEGE

SCHOOL OF BUSINESS

NAME : TASILA GRACE PHIRI

STUDENT NUMBER : 2024R11089B

Program: BBA

Courses: PRINCIPLES OF MARKETING

Assignment: 1 (one)

Lecturer : Mr BANDA

Due Date: 14 FEBRUARY, 2024

Question: DISCUSS THE CONSUMER BUYING PROCESS ON AN OLD PRODUCT


1.0 introduction

The consumer decision-making process involves a series of steps that an individual goes through
when making a purchase. Understanding this process is essential for businesses to tailor their
marketing strategies effectively.

1.1 Stages of the Consumer Buying Decision Process

1.1.1 Problem Recognition:

The journey begins when a consumer recognizes a need or problem. For instance, someone
might realize their old smartphone no longer meets their requirements. Essentially, a potential
customer will conduct their very own problem identification analysis. For example, if a person
feels like he or she needs a new car, that person may be recognizing a need for transportation or
adventure. If the desire or requirement for transportation or adventure is strong enough, a
consumer will venture into the next stage of the decision-making process

1.1.2 Information Search:

Next, the consumer seeks information about potential solutions. They might research online, ask
friends, or visit stores. For example, the person would explore options for upgrading their phone.
For an old product, the information search may be different from a new product, depending on
the consumer’s familiarity and satisfaction with the product. Some consumers may rely on their
internal sources, such as their memory, experience, or attitude towards the product. Others may
seek external sources, such as friends, family, experts, reviews, or advertisements. The amount
and type of information search may also vary depending on the consumer’s involvement,
motivation, risk perception, and perceived cost and benefit of the search

1.1.3 Alternatives Evaluation:

the stage in the buying decision process in which the buyer uses information gathered to make a
final choice between the products in the evoked set. Consumers compare different products or
services. They weigh factors like price, features, and brand reputation. Our individual might
consider various smartphone models, considering aspects like camera quality, battery life, and
operating system.

1.1.4 Purchase Decision:

After evaluating alternatives, the consumer makes a decision. They choose the product that best
aligns with their needs and preferences. The purchase decision is the fourth stage of the
consumer decision making process, where the consumer chooses a specific product or service to
buy from among the alternatives they have evaluated. The purchase decision can be influenced
by various factors, such as the availability, price, quality, features, and reputation of the product
or service; the influence of other people, such as family, friends, or experts; the personal
preferences, values, and emotions of the consumer; and the situational factors, such as time,
location, urgency, or mood

1.1.5 Post-Purchase Evaluation:

Once the purchase is made, the consumer reflects on their decision. Did the product meet their
expectations? Were there any issues? Positive experiences lead to brand loyalty and potential
repeat purchases. Post-purchase evaluation is a phase in the buying process where customers
assess their satisfaction with a product or service after purchasing and using it. This stage may
involve assessing the quality of their purchase, comparing it with their expectations, and
providing customer feedback or reviews. Post-purchase evaluation can lead to customer
satisfaction, dissatisfaction, or post-purchase cognitive dissonance (doubts or regret about the
purchase). Needless to say, the post-purchase evaluation process significantly influences future
customer satisfaction and consumer decision-making

1.2 conclusion

In conclusion, the consumer buying decision process is a complex and dynamic process that
reflects the cognitive, emotional, and behavioral aspects of consumer behavior. By understanding
how consumers make decisions, marketers can better meet their needs and wants, and create
value for them. The consumer buying decision process is not a linear or static model, but rather a
flexible and adaptive one that varies depending on the type of product, the level of involvement,
the situational factors, and the individual characteristics of the consumer. Therefore, marketers
need to constantly monitor and analyze the consumer buying decision process and adapt their
marketing strategies accordingly
1.3 REFERENCE

(1) Consumer Decision-Making Process Explained (With Real-Life ... - Visme.


https://www.visme.co/blog/consumer-decision-making-process/.

(2) Consumer Decision Making Process: a detailed analysis.


https://research-methodology.net/consumer-decision-making-process-a-detailed-analysis/.

(3) 5 Stages of Consumer Decision Making Process - Business Study Notes.


https://www.businessstudynotes.com/marketing/marketing-management/stages-consumer-
decision-making-process/.

(4) Consumer Decision Making Process - Marketing Tutor.


https://www.marketingtutor.net/consumer-decision-making-process-stages/.

(5) Definition and Examples of the Consumer Decision-Making Process.


https://www.lucidchart.com/blog/consumer-decision-making-process.

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