Consumer Decision Making Process Essay

The consumer purchase decision process is largely viewed as consisting of sequential steps or stages through which the buyer passes in purchasing a product or service. The unlike steps in this process, as well as the relevant internal psychological processes, those go across at each stage such as motivation, perception, attitude formation, desegregation and learning.1. Problem recognitionis the first step in the consumer decision-making process. This is caused by a difference between the consumers ideal state and real(a) state. thither are various causes of sources of problem recognition. These includea. Out of stock b. Dissatisfaction c. peeled needs / wants d. Related products/ purchases e. Marketer induced problem recognition f. juvenile productsLook more the consumer buying process begins when essay2. Information seekbeing the second step in the consumer decision making process, involves a scan of information stored in memory to rec each past have a go at its or know ledge regarding purchase alternatives. External search involves go to outside sources to catch information such as personal sources, marketer controlled sources, public sources, or through personal experiences such as examining or handling a product.3. Alternative Evaluation At, this stage the consumer compares the various dirts and services, he or she has set as being capable of solving the consumption problem and delightful the needs or motives that initiated the decision process. The evoked set is a subset of every(prenominal) the brands of which the consumer is aware and actively considering in the decision process. A goal of marketers is to undertake that their brands are included in the evoked set of consumers.4. Purchase determinationas an outcome of the alternative evaluation stage the consumer may lift a purchase intention or predisposition to buy a certain brand. Once this intention has been made and an intention formed, then the consumer implements it and makes t he actual purchase. Many purchase decisions are made on the basis 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 send in the store and decision and purchase occur almost simultaneously. For these types of decisions top-of-mind knowingness 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. other possible outcome of purchase is cognitive dissonance which refers to a aspect of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase choice. Consumers often vista to advertising for supportive information regarding the choice they have made.6. Variations in Consumer purpose Makingconsumers do not always engage 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 set-aside(p) in brief internal search and making the purchase. Marketers of products characterized by bit 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.