Buyer decision processes are the decision making processes undertaken by consumers in regard to a potential market transaction before, during, and after the purchase of a product or service. More generally, decision making is the cognitive process of selecting a course of action from among multiple alternatives. Common examples include shopping, deciding what to eat. Decision making is said to be a psychological construct. This means that although we can never "see" a decision, we can infer from observable behaviour that a decision has been made. Therefore we conclude that a psychological event that we call "decision making" has occurred….. Consumer Buyer Behaviour
CONSUMER DECISION PROCESS MODEL – BUYING A PAIR OF RUNNING SHOES
The process component of the consumer decision making process deals with how consumers make decisions. The product I have selected is choosing a pair of running shoes and in order to understand how a consumer makes these decisions in the process component we need to look at the psychological field of the process model which are the internal influences of motivation, perception, learning, personality & attitude and how these influences affect the decision making process. The act of making a consumer decision consists of three stages which are need recognition, prepurchase search & evaluation of alternatives.
1.) Need Recognition:
Need recognition occurs when a consumer is faced with a problem. There are many different reasons why someone would decide that they need to buy a pair of running shoes. It might be the start of a new year and a person has resolved to start afresh and try to be as healthy as possible. This person has been faced with a problem that they are feeling unhealthy and therefore have recognised the need for a pair of running shoes in order to get themselves fit and healthy. Another reason could be that a person has decided that they are putting on too much weight. This person has been...