THE CONSUMER DECISION-MAKING PROCESS
The consumer purchase decision process is generally viewed as consisting of sequential steps or stages through which the buyer passes in purchasing a product or service. The various steps in this process, as well as the relevant internal psychological processes, those occur at each stage such as motivation, perception, attitude formation, integration and learning.
1. Problem recognition—is the first step in the consumer decision-making process. This is caused by a difference between the consumer’s ideal state and actual state. There are various causes of sources of problem recognition. These include:
a. Out of stock
c. New needs / wants
d. Related products/ purchases
e. Marketer induced problem recognition
f. New products
2. Information Search—being the second step in the consumer decision making process, involves a scan of information stored in memory to recall past experiences or knowledge regarding purchase alternatives. External search involves go to outside sources to acquire information such as personal sources, marketer controlled sources, public sources, or through personal experiences such as examining or handling a product.
3. Alternative Evaluation— At, this stage the consumer compares the various brands and services, he or she has identified as being capable of solving the consumption problem and satisfying the needs or motives that initiated the decision process. The evoked set is a subset of all the brands of which the consumer is aware and actively considering in the decision process. A goal of marketers is to ensure that their brands are included in the evoked set of consumers.
4. Purchase Decision—as an outcome of the alternative evaluation stage the consumer may develop a purchase intention or predisposition to buy a certain brand. Once this intention has been made and an intention formed, then the consumer implements it and makes the actual purchase. Many...
Please join StudyMode to read the full document