Question

• Why is the consumer decision making process important to retailing?
• How does this process differ in comparison to other industries?

Answer 1

Answer : Consumer play an important role in the market place. Consumer is part of marketing environment so there decision making process is also very important as follows :

• Retialer has to study whole buying decision process not just Purchase decision.
• In this process customer go through whole process and wise decision has been taken place.
• Retialer should study cultural factor of the customer as it has been great influence the decision making process.
• Retialer should analysis deep behaviour and nature of the customer well in advance .
• Customer social factors also studied because marketer has to set the product in such a manner that it directly influenced the purchase decision.
• Marketing a product in such a manner that it directly influenced the customer and purchase decision has been come into an effect.
• Attractive promotion schemes should be used by the marketers.

Answer : This consumer decision process is different in every industry:

• In case of capital good purchased by large manufacturer than there is no involvement of the customer in the workplace.
• In case of consumer good there is higher involvement of the customer and marketer plays an utmost important at a workplace.
• In case of dairy products industry less time taken by consumer in order to take perfect decision.