Consumer behaviour decision making process
Finding out what the customer needs is the first milestone towards evaluating the Consumer Decision Making Process. Incremental decision-making and escalating commitment - We look at a decision as a small step in a process and this tends to perpetuate a series of similar decisions.
Consumer decision making process model
This simple model clearly illustrates and explains how the consumers make a purchasing decision. Search Engines have become our primary research tool for answers. Related Posts:. They also utilize an active information search process. The positioning of the product also lent itself to where they were purchased, a sport shop rather than a shoe shop. How does the customer use the information obtained? See consumer theory.
Also in many research articles, authors use the next definition. Evaluation of Alternatives After gathering enough information at the first stage the consumer gets into comparing and evaluating that information in order to make the right choice. These stages are: recognition of need or problem, information search, comparing the alternatives, purchase and post-purchase evaluation.
Consumer behaviour decision making process
How does the customer use the information obtained? Colleagues, peers, friends and family members are highlighted as another important source of information by Kahle and Close Depending on the different factors and findings, numerous researchers and academics developed their own theories and models over the past years. Searching and gathering Information The potential consumer after identifying his needs moves on to the second stage i. Additionally, consumers have tasted super-personalization. In this stage the consumer analyzes all the information obtained through the search and considers various alternative products and services compares them according to the needs and wants. Post-purchase behavior[ edit ] These stages are critical to retaining customers. In internal search, the consumers compare the alternatives from their own experiences and memories depending on their own past experiences and knowledge. For example, the desired product may not be available at the stock. It is an instant and easy way to find out what you are looking for. Therefore, the knowledge of buying behaviour sheds the light on the psychology of how consumers think, feel, argument and select among existing alternatives e. The answer lies in the kind of information that the marketing team needs to provide customers in different buying situations. To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Ascription of causality - We tend to ascribe causation even when the evidence only suggests a correlation. The challenge for the marketing team is to identify which information sources are most influential in their target markets.
Just because birds fly to the equatorial regions when the trees lose their leaves, does not mean that the birds migrate because the trees lose their leaves.
When it comes to choosing between alternatives humans tend to be skeptical, therefore they need all the information before spending their money.
Other modules in the system include consumer decoding, search and evaluation, decision, and consumption. However, different individuals are involved in search process differently depending on their knowledge about the product, their previous experience or purchases or on some external information such as feedback from others.
Neuroscience[ edit ] Neuroscience is a useful tool and a source of theory development and testing in buyer decision-making research. You may have had a life experience in the past that helps you make the correct purchase decision.
Many companies tend to ignore this stage as this takes place after the transaction has been done. Neal and Quester further state that the recognition of a problem or need depend on different situations and circumstances such as personal or professional and this recognition results in creation of a purchasing idea.
According to the authors, the consumer may either get satisfaction or dissatisfaction depending on the evaluation of the purchase and comparison of their own expectations.
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