Decision Making
Consumer decision making is a process – Evaluate why marketers need to understand this process.
Consumers constantly make decisions regarding to the choices, purchases and use of products and services. Consumers are often faced with a large number of alternatives, which are changing due to new technologies and competitive pressures (Bettman, J. R., & Sujan, M. (1987). Journal of Consumer Research, 14, 50-51). The consumer is often not completely certain about how a product may perform. Even when the product meets the consumer’s expectations, they may not buy this product again. Finally, if the consumer decides not using this product, they have several options, including outright disposal, recycling, or remarketing. These decisions are great important not only for the consumers themselves, but also for marketers and policymakers. Simple Consumer Decision Process with 5 steps is easier and sometimes not requires an information search process. But managers and marketers still have to get in sign to customers and analyze their thought through the complex process in order to formulate strategies to keep existing customers and entice new customers. (Blackwell, R., (2006). Consumer Behavior, 1, 89). The Consumer Decision Process (CDP) model including 7 steps: Need recognition, Search for information, Pre-purchase evaluation of alternatives, Purchase, Consumption, Post-consumption evaluation and Divestment.
1. Need recognition
The buying process starts with need recognition. At this stage, the buyer recognizes a problem or need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to a marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee and chocolate muffins). Recognition of shortage occurs when a consumer becomes alerted to the fact that a product needs to be repurchased. A product such as a suit may wear out. The consumer may run out of an item such as razor blades. Service may be necessary for a product such as an
Consumers constantly make decisions regarding to the choices, purchases and use of products and services. Consumers are often faced with a large number of alternatives, which are changing due to new technologies and competitive pressures (Bettman, J. R., & Sujan, M. (1987). Journal of Consumer Research, 14, 50-51). The consumer is often not completely certain about how a product may perform. Even when the product meets the consumer’s expectations, they may not buy this product again. Finally, if the consumer decides not using this product, they have several options, including outright disposal, recycling, or remarketing. These decisions are great important not only for the consumers themselves, but also for marketers and policymakers. Simple Consumer Decision Process with 5 steps is easier and sometimes not requires an information search process. But managers and marketers still have to get in sign to customers and analyze their thought through the complex process in order to formulate strategies to keep existing customers and entice new customers. (Blackwell, R., (2006). Consumer Behavior, 1, 89). The Consumer Decision Process (CDP) model including 7 steps: Need recognition, Search for information, Pre-purchase evaluation of alternatives, Purchase, Consumption, Post-consumption evaluation and Divestment.
1. Need recognition
The buying process starts with need recognition. At this stage, the buyer recognizes a problem or need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to a marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee and chocolate muffins). Recognition of shortage occurs when a consumer becomes alerted to the fact that a product needs to be repurchased. A product such as a suit may wear out. The consumer may run out of an item such as razor blades. Service may be necessary for a product such as an