Consumer decision-making process. Go through the six steps of the purchase process outlined in the readings...

Consumer decision-making process. Go through the six steps of the purchase process outlined in the readings and identify where marketing can influence each of the six steps. For example, if a consumer just identified a need for your product in step one, then the company can advertise how your product fills that need. Or, if a consumer purchased your product, the consumer can be called and asked about their satisfaction with the product and if there is any dissatisfaction steps can be taken to ensure the customer satisfaction. Be sure to be more specific with respect to your product or service than this example. TOPIC KINGSFORD CHARCOAL

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Consumer decision-making process for KINGSFORD CHARCOAL

The purchasing process involves six stages which are discussed below:

The first step involves product recognition. In this step the consumer recognizes the need that has to be satisfied by purchasing a certain product.

The second step involves information search. In this step, the consumers searches all the information concerning the product that would be suitable to satisfy his or her need. This will involve looking up information either from the media or other customers concerning the prices, location and purchasing procedure of the products.

The third step involves evaluating alternatives. In this step, the consumer want to find the best alternative among the many choices he or she has found from the previous step. In this step, the consumer would be considering the purchasing cost, reliability and quality of the product in order to make the best selection.

The fourth step involves making the purchase decision where the consumer will decide whether to purchase the product selected in the previous step or not.

In the fifth step, the consumer will purchase the product and

the last(sixth) step involve post-purchase evaluation where the consumer does a physical or mental evaluation to identify whether the product has satisfied his or her need.

Marketing has been noted to have a number of influences at any of the steps in the purchasing process. In the first step for instance marketing can help the consumer identify a problem and influence him or her to purchase a product through impulse buying. Secondly, marketing can also influence the consumer’s behavior in the information search and evaluation of alternatives where it provides all the information that the consumer required about the product such as its benefits, location and prices. Marketing also affects the consumers’ purchasing decision by convincing them that the company is offering the best deal ever. This will influence the consumer to select the product even if it was not the best alternative. Marketing also helps the customers in the post-purchase evaluation stage to refer other customers in the event of having a good experience with the product they purchased. This therefore implies that marketing can affect almost all the stages of consumer purchasing process.

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keosha answered 8 months ago

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