Consumer behavior is extremely complex, by studying consumer behavior we can further understand about why we make purchases and how we chose one brand or product over the option of others. In this essay I will apply the standard consumer decision process model (Engel, Blackwell and Miniard model) to the purchase of a high involvement and expensive product, a RADO watch and a cheaper low involvement product, a manual toothbrush. I will then discuss the strengths and weaknesses of the model and what aspects of a purchase it does not evaluate. Problem recognition is defined as the perception of a difference between the ideal state of affairs and the actual situation (stream notes chapter 1 Schiffman et al. (2011). Needs recognition is the first stage of all consumer decision process. The problem recognition for buying a RADO watch is initially my want for being able to wear a watch. However I know I want a luxury watch of high value and class, this makes the purchase of a high involvement highly complex and an extensive problem solving decision as it is very expensive.
I will be very motivated in the next step which is the search for information. Being of such a high priced purchase I want to find out as much information as I can, not just about the product but also the effect of wearing a RADO watch. Firstly I will do an internal search of information, this is a quick sweep over the mind on what I can recall about the product and is done as soon as a problem is recognised. With lower interest or motivated purchases this could be deemed enough and I would move onto the purchase. However, as this is a complex purchase I want to know more information, this is called an external information search. By including an external investigation I will better understand the risks involved with buying a RADO watch. Such as functional risk, will the product work as expected? Physical risk, is the watch safe? such as reactions to the materials it is made from....
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