Consumer Decision Making Process

A CONSUMER DECISION-MAKING PROCESS IN PURCHSING A CAR Research suggests that customers go through five stages in making decision on any purchase (The Engel, Blackwell and Miniard, 1990). The economic buyer theory published by South-Western college in 1997 () explained that all customers have full information, make comparison, are rational, they have limited resources to satisfy their limitless needs, and they want to maximise satisfaction (page). A person who intends to purchase a car, go through a five decision-making stages. These include; Problem recognition Information search Evaluation of alternatives Purchase Post-purchase behaviours In dealing with these processes, it is important to note that there are factors influencing individual decision-making process. The factors could be categorized into three; Individual factors Motivation Perception Learning Personality, self-concept, lifestyle Values, beliefs and attitudes Social factors Culture Reference group Opinion leaders Family Social class Purchase situation Reasons for purchase Time Physical surrounding A consumer, influenced by the above factors goes through the first stage; Problem recognition: An individual realises that something is not as it should be. Perhaps, for example, an individual goes to work on a commercial bus or train late because of constant delays in travel time, decides he needs a car. Once the problem is realised it goes to the second stage. Information search: In this stage a consumer engages in both internal and external information search. The internal search involves gathering information in his mind about cars he prefers. External search on the other hand involves finding information from friends, reviewing in customers reports, (for example, accelerator pedal faults on some Toyota brands reported

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