Decision-Making Process

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1. Give an example of a recent purchase of an expensive article (hand-phone, camera or notebook computer). Explain your decision-making process, and what source of information did you use in making the decision to buy the article?

Before we made a purchase decision, there are eight steps of decision making process, they are Problem Recognition, Set-up Standard, Allocate Weights to Criteria, Information Search, Evaluation of Alternatives (Calculation), Select the Best Alternative, Purchase Decision, Post-purchase Evaluation.

Our preferences always affect the decision making process, for example, personality, perception, family pressure and social trend. That’s why there are so many different kinds of product in market for consumer to choose.

Consumer can get the related information in 4 ways, they are Commercial Sources, Experiential Sources, Public Sources and Personal Sources. Consumer should choose the best way to get the correct information, because sometimes the source may mislead the consumer and lead to wrong decision making.

The following is an example of me how to make choices and get a new mobile.

A. Problem Recognition
The old mobile has using for few years since 2007, it is out of fashion and sometimes not works properly, it will switch off automatically over few hours, the outlook of the mobile is also very dirty, it is time to purchase a new mobile.

B. Set-up Standard
After planning to purchase a new mobile, the following step is to list out the specifications I desired. I am a heavy user of mobile, so I demand high specifications of the mobile.

I have used most of the brands of mobile, so I know the quality and after sales services of different brands very well. Here is the priority of mobile brands I preferred:

SAMSUNG > LG > Nokia > Google > SonyEricsson > Motorola > hTC > Apple

Price is an important consideration factors in buying a mobile, this time I am willing to give out SG$1000 to purchase a perfect mobile.

The outlook of the mobile represent the user’s style and taste, choose a mobile with cyber outlook is a must.

I love photo-graphing but I hate to carry many electronic products outside, so the camera of mobile must be in good quality and with flash, Xenon Flash is better.

I like to travel around but I am not good at memorizing the map, GPS can help when I am getting loss.

For screen, I prefer at least 3 inch. It is difficult to see the words in the screen if the screen is small. Also, I am a heavy user of mobile, small screen is not good for my eyes for long time using. AMOLED screen is preferred, it can save energy and it is brighter than the normal TFT screen.

I like to use mobile to listen songs and check E-mail, so it is a must for the mobile contain WIFI, HSDPA and A2DP.

Most of the mobiles are in black color, it is too common. Actually, I love red, so I am looking for a red mobile with high specifications.

It is convenient to use touch to control the mobile when you are browsing web-site, editing photos, but it is a bit clumsy in typing words. I wish a mobile can get dual control, touch and Keypad.

The touch of steel is really better than plastic, and steel is not easy to destroy.

C. Allocate Weights to Criteria
After I listed out all the specifications I desired, I have to give priority to each of the specification according to my preference. The preference is affected by my personality(control method), perception(the image of mobile, color, shape), family pressure(the money I can spend on mobile), social trend(color, outlook, brand) etc.. Here is my priority:

Brand > Outlook > Color > Camera > Material > GPS > Screen > Connection > Control > Price

D. Information Search
After I got the priority of the criteria, I have to do an information search to find out...
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