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Chapter 3: Consumer Behaviour Back To Chapter

3.2: Consumer Decision Process

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Consumer Decision Process

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3.1: Needs, Wants, Desires

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3.3: Factors Affecting Consumer Decision Process - Overview

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The consumer decision-making process typically involves five stages, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.

To illustrate this process, consider Troy buying a smartphone.

Troy's current smartphone frequently runs out of storage space. He recognizes the need for a new smartphone with better performance and storage capacity. That's problem recognition.

Next, he researches online, reads reviews, seeks advice from friends, and physically compares models to reduce uncertainty and make a well-informed choice. That's information search.

Further, to find the best product, Troy narrows his options to three models among the available alternatives based on price, storage capacity, operating system, and brand reputation. That's evaluation of alternatives.

Troy finally opts for a mid-range smartphone for its balanced features, affordability, and positive reviews from experts and users. That's purchase decision.

A few weeks after buying it, Troy would review the smartphone's performance. It would help him validate his purchase decision, potentially providing feedback to the seller and influencing his future buying decisions. That's post-purchase evaluation.

3.2: Consumer Decision Process

The Consumer Decision Process represents the steps individuals undergo when purchasing or choosing a consumption. It encompasses several stages, each playing a distinct role in the final decision:

Problem Recognition: The consumer identifies a gap between their current and desired states, triggered by an actual need or perceived want.
Information Search: After problem recognition, consumers gather information through online research, word-of-mouth recommendations, or product reviews to reduce uncertainty and make an informed decision.
Evaluation of Alternatives: With gathered information, consumers compare products based on attributes like price, quality, features, and brand reputation, narrowing down options to make the most suitable choice.
Purchase Decision: After evaluation, consumers make purchases influenced by preferences, budget, perceived value, and brand loyalty. The chosen product fulfills the identified need or want.
Post-Purchase Evaluation: After the purchase, consumers assess the product's performance, influencing satisfaction levels, brand perceptions, and potential repeat purchases or brand advocacy.

Understanding the Consumer Decision Process is crucial for marketers to tailor strategies, provide relevant information, reduce uncertainties, offer value, and ensure post-purchase satisfaction. This knowledge enables the development of more effective marketing campaigns, ensuring timely availability of the right information and positively influencing consumer decisions at every stage.

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