Question

Consumer Decision Process,,

Read Chapter 5 or listen to the lecture video on Chapter 5 (under Course Content for this week). The lecture video discusses the consumer decision model first.  

Think of a product that you purchased within the past six (6) months. Answer these questions relative to the purchased product. Your answers should align with how these stages are done based on the consumer decision model in the text.  Your submission should be attached, NOT typed in the submission box.

Questions each (5 pts)

1. How did you recognize that you needed the product?
2. Where or how did you search for information on alternative products that would satisfy this need (product)?
3. What alternatives did the search process generate and what variables did you use to make the final decision to buy?
4. Where did you buy the product and why?
5. Were you satisfied after using or consuming the product? Explain.
6. There are five (5) categories of influences as outlined by your text -- economic, psychological, social, culture and ethnicity -- that can play a role in the purchase situation. Which one(s) do you think had the greatest effect on your purchasing decision? Please explain.

Answer 1

How did you recognize that you needed the product?

Ans..

I recognized the need of the product, because my existing mobile handset became obsolete in terms of processor speed, screen size, memory and smartphone features. It restricted my ability to perform my task to be delivered by the handset and it gave birth to the need of a new smartphone.

Where or how did you search for information on alternative products that would satisfy this need (product)?

Ans..

I searched using digital channels such as Google search as well as online eCommerce platforms such as Amazon and company websites regarding the different mobile phone models as different alternatives. It helped me to assess the alternatives in terms of the features, price, longevity and ability to fullfil my needs

What alternatives did the search process generate and what variables did you use to make the final decision to buy?

Ans…

The alternatives Drawn were Samsung Galaxy phones, Apple iPhone, Sony Xperia phone models. The variable used for the selection were, price, features such as processor speed, memory size, body make and screen resolution as well as its independence from the network based plans. The variables helped me to choose the handset of Samsung Galaxy series.

Where did you buy the product and why?

Ans..

I bought this product from the Amazon online platform, because it offered me good discount and it was an irresistible offer. Besides, Amazon also gave me return warranty of a few days if there is a defect of any type. It added to my confidence and I bought this product from Amazon.

Were you satisfied after using or consuming the product? Explain.

Ans…

Yes, I satisfied with the product purchase due to any reasons. The first reason is the prompt delivery of the product by the Amazon as promised. The second reason is the proper functioning of the mobile phone as promised. The third reason is the customer support provided by the Samsung to clear the doubts. So, it is a delivery of complete value for the consumer like me, rather than only a product.

There are five (5) categories of influences as outlined by your text -- economic, psychological, social, culture and ethnicity -- that can play a role in the purchase situation. Which one(s) do you think had the greatest effect on your purchasing decision? Please explain.

Ans….

It is the economic influence that affected the purchase decisions. I opted for the value for money product and matched my purchasing power with the price being demanded for the different products. After proper rationalizing the benefits drawn and price charged by the company, I took my buying decision.