Question

When customer wants to purchase a goods, he/she will engage in a decision-making process. Please use the model “consumer decision making process” (5 steps) to discuss the purchasing process of one high involvement purchase situation based on your own experience.

Answer 1

step of consumer decision making process

1) problem recognition: first step of consumer decision making process is recognizing the need for a product. suppose summer is coming and i have heavy cloths only but in summers i need to buy light cloths. after recognizing the need consumer start to gather information.

2) information search: for researching we see internal and external factors and also see products of brand which i purchased in past years.we get information from physical locations,shops or from online resources.in my example i search for summer cloths in market what type of cloth i need a dress or a cute top and search from where i get this and which brand is suitable for buying a dress or a top.

3) alternatives evaluation: now in this step buyer decided what the want now they compare among different alternatives available. alternative can be available in the form of discount, lower prices, product availability, color or style. so in my example i see which brand cloth i want or i want a lower price cloth with some decent color and want a cotton cloth material so that i can feel comfortable in summers.

4) purchase decision: in this step consumer decided to buy final product once it collects all the information about the product and arrive at a conclusion on the product to purchase.as in my example i decided to buy a dress with cotton material and purple color that's on a sale of 25% after confirming the brand and material of cloth i finally purchase that dress online.

5) post purchase evaluation: this part involves reflection from both buyer and seller as a buyer i see: the product is like what i want , next time i want to buy this brand cloth or not.

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