Identify, define, and explain (using examples) of the entire Consumer Decision Making process.

Expert Solution

The entire customer decision making process consists of the following steps:

1. Need recognition

The primary step of the consumer decision-making process is recognizing the need for a service or product. Need recognition, whether prompted internally or externally, results in the same response called a want. Once consumers recognize a want, they need to gather information for understanding how they can fulfill that want, which Subsequently leads to the second step of entire customer decision making process.

Example: Winter is arriving, This particular customer has several light jackets, but she’ll need a heavy-duty winter jacket since she need to survive the snow and very decreased temperatures.

2. Information search

While researching their options, consumers again depend on internal and external factors, as well as past interactions with a product or brand, both positive and negative. In the information stage, they may search through various options at a physical location or consult online resources, such as Google or customer reviews.

Example: The customer searches “women’s winter coats” on Google to see what options are out there.

3. Alternatives evaluation

During this stage of consumer decision-making process, prospective buyers have developed certain specific criteria for what they want in a product. Now they weigh their prospective choices against comparable alternatives.

Alternatives may present themselves in the various form of lower prices, additional product benefits, product availability, or something as color or style options, or other personal preferences

Example: The customer comparing some brands that she likes. She knows that she wants a brightly colored coat that will complement the rest of her wardrobe, and though she would rather spend less money, she also wants to find a coat made from sustainable and long lasting materials.

4. Purchase decision

This is the moment of actual purchasing by the customer. Once they have gathered all the facts including feedback from previous customers, consumers should arrive at a logical conclusion on the product or service to purchase.

Example: The customer finds a pink winter coat that’s on sale for 30% off. After confirming that the brand uses sustainable materials and asking friends for their feedback, she orders the coat through online.

5. Post-purchase evaluation

This part of the consumer decision-making process involves reflection from both the consumer and the seller. As a seller, you should try to gauge the following:

Whether the purchase meet the need the consumer identified,
Whether the customer is happy with the purchase etc.

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keosha answered 1 year ago

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