Consumer Decision Process

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Consumer decision process represents a road map of consumers’ minds that marketers and managers can use to help guide product mix, communication, and sales strategies. The model captures the activities that occur when decisions are made in a schematic format and shows how different internal and external forces interact to affect how consumers think, evaluate, and act. The main purpose of this model is to analyze how individuals sort through facts and influences to make logical and consistent decisions. Consumers typically go through major stages when making decisions: need recognition, search for information, pre-purchase evaluation, purchase and post-purchase evaluation. The study of consumer behavior primarily focuses on these stages and how various factors influence each stage of consumers’ decisions. By understanding the stages in the consumer decision-making road map, marketers can discover why people are or are not buying products and what can be done to get them to buy more or buy from a specific supplier. Many companies seek to use WWW to communicate with potential customers and thus result in an interactive media called shopping in online environment which allows for very high degree of interactivity. The starting point of any purchase decision is a customer need. Need recognition occurs when an individual senses a difference between what he or she perceives to be ideal versus the actual state of affairs. Marketers must know consumers’ needs; they have a better idea of how to improve the products, more effective programmes and more user-friendly distribution channels. Firms sometimes make mistakes of developing new products based on what they able to manufacture instead of based on what consumers want to buy. Procter & Gamble have made the mistake of flooding the market with unnecessary product variations. The company said its goal was to offer more choices to consumers, but unfortunately the choices didn’t meet any unmet needs. In term of...
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