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MK0011 – Consumer Behaviour - 4 Credits Assignment Set – 1 Note: Each question carries 10 Marks. Answer all the questions.

Q.1 Explain the consumer decision process stages.
decision-making process can be described as five different stages:
The customer decision-making process and its five stages
Knowing the customers' decision-making process
The most interesting thing about the study is that while they observed critical usability problems because of inadequate or poor information: Customers couldn't identify purchase options
Customers couldn't decide if the products would satisfy their needs The product presentations and descriptions raised wrong expectations, which made customers unhappy with their purchases Businesses simply fail in supporting the consumer decision-making process by not taking their customers' information needs into account. As a Physician, you will have little chance of knowing exactly which information needs patients have when evaluating specific services or treatments. To support the ' decision-making process, you need to understand which needs and concerns they have when making a purchase decision. There will often be patients who unintentionally mislead you by discussing a number of issues that appear to be of equal weight when they really have an overriding concern. You need to recognize how to discern exactly what a patients hierarchy of wants is. The most effective way of discerning what is motivating your patients is to ask a number of very specific questions during a consultation. Surface physicians are trained, sometimes through trial and error, to ascertain the specific motivations that brought a patient in so that they can support the patients decision-making process.

Information search

The basic prerequisites for patients making their way through the information search stage is that they are able to find services that fit their perceived needs, and that they can easily identify their available options. In order to support the decision-making process at this stage, you'll need to know: How will potential patients be inquiring about purchase options? What basic information do patients need in order to identify purchase options? What information do patients need in order to decide which product criteria are important to them? Evaluation of alternatives

The problem with the operations in most clinics is that there's systems in place to effectively solicit this information. We saw above how a large number of customers dropped out at this stage simply because the information provided was inadequate. They couldn't decide whether the products they were interested in would fit their needs. All of your staff (especially the physician) should be acting as a skilled educator, and have answers ready to any question or concern that the customer might have. Some of the critical questions that you need answers to are: What information does the patient need when evaluating treatment alternatives? Which product evaluation criteria will customers be using and which are most important? Which concerns will the customers have and how can we address them proactively? How can we encourage patients to maintain contact with the clinic?

Purchase decision
At this stage emphasis should be on providing the easiest possible way for patients to carry their purchase through. In the UIE example, we saw how obstructive policies made the process difficult. Patients want an easy way to find out where and how to buy.

Purchase evaluation
The outcome of the post-purchase evaluation stage is a level of customer satisfaction or dissatisfaction, which is determined by the customer's overall feelings about the effectiveness of the treatment and the experience. The number on effect on patient satisfaction is the management of patient expectations. Most patient dissatisfaction is a consequence of not encouraging accurate customer expectations at the product evaluation stage. In order to avoid this,...
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