Consumer Decision Process
MKT 2054
CONSUMER BEHAVIOUR
NAME: DARREN GOH KIET LOONG (12037693) POH JIN LI (12006185) THANUJAA SALIM RAJ (11034949) YEE YONG ZHENG (11028412)
TITLE: INFLUENCES ON THE CONSUMER DECISION PROCESS
DEADLINE: 1st OCT 2014
Table of contents
Introduction 3
Consumer decision process 3
Buying a smart phone 4
One major self-factor influence 5
One major external factor influence. 6
Marketer’s strategy 6
Buying a hair care product 7
One major self-factor influence 9
One major external factor influence 9
Marketers Strategy 10
Decision process continuum 11
Conclusion 13
References 14
Introduction
Most producers do their research to understand the consumer behaviour in order to increase their increase their companies’ wealth and stature. One of the ways to study consumer behaviour is by using the consumer decision process (CDP). Consumer decision process is the study of buyers make their purchasing decisions. The information obtained from the study is used by businesses to foster new products and marketing strategies that promote sales. The CDP model is a strategy that can be used for most products by managers and marketers to help influence the product mix, and sales tactics.
In this assignment, we will be discussing the CDP model of the smart phones and hair shampoo in Malaysia. Also, we will be analyzing the major internal and external factors that influences the purchase of both the products as well as elaborate on the marketing strategies that influence decision processes. Lastly, the assignment will be concluded with the comparison and contrasting of the differences and similarities of consumer decision process of both the products.
Consumer decision process
According to Blackwell et al.’s (2012) consumer decision process (CDP) model, a simplified version of which included need recognition, search for information, and pre-purchase evaluation of alternatives, purchase, consumption, post-consumption evaluation and divestment. The model
CONSUMER BEHAVIOUR
NAME: DARREN GOH KIET LOONG (12037693) POH JIN LI (12006185) THANUJAA SALIM RAJ (11034949) YEE YONG ZHENG (11028412)
TITLE: INFLUENCES ON THE CONSUMER DECISION PROCESS
DEADLINE: 1st OCT 2014
Table of contents
Introduction 3
Consumer decision process 3
Buying a smart phone 4
One major self-factor influence 5
One major external factor influence. 6
Marketer’s strategy 6
Buying a hair care product 7
One major self-factor influence 9
One major external factor influence 9
Marketers Strategy 10
Decision process continuum 11
Conclusion 13
References 14
Introduction
Most producers do their research to understand the consumer behaviour in order to increase their increase their companies’ wealth and stature. One of the ways to study consumer behaviour is by using the consumer decision process (CDP). Consumer decision process is the study of buyers make their purchasing decisions. The information obtained from the study is used by businesses to foster new products and marketing strategies that promote sales. The CDP model is a strategy that can be used for most products by managers and marketers to help influence the product mix, and sales tactics.
In this assignment, we will be discussing the CDP model of the smart phones and hair shampoo in Malaysia. Also, we will be analyzing the major internal and external factors that influences the purchase of both the products as well as elaborate on the marketing strategies that influence decision processes. Lastly, the assignment will be concluded with the comparison and contrasting of the differences and similarities of consumer decision process of both the products.
Consumer decision process
According to Blackwell et al.’s (2012) consumer decision process (CDP) model, a simplified version of which included need recognition, search for information, and pre-purchase evaluation of alternatives, purchase, consumption, post-consumption evaluation and divestment. The model
References: Blackwell, R. (2014). Consumer Behaviour. 1st ed. Cengage Learning Asia Pte Ltd, p.69. Bruner II, G. and Pomazal, R. (1988). Problem recognition: the crucial first stage of the consumer decision process. Journal of Consumer Marketing, 5(1), pp.53--63. Dudovskiy, J. (2013). Consumer Decision Making Process: a detailed analysis. [online] Research-methodology.net. Available at: http://research-methodology.net/consumer-decision-making-process-a-detailed-analysis/ [Accessed 24 Sep. 2014]. McKee, S. (2012). Integrated Marketing: If You Knew It, You 'd Do It. [online] Businessweek.com. Available at: http://www.businessweek.com/articles/2012-05-10/integrated-marketing-if-you-knew-it-youd-do-it [Accessed 26 Sep. 2014].