Adult Consumer Decision Making Process
Adults have to make many decisions each day, decisions selecting one option over another. How adult consumers make decisions to buy have been studied by marketers to sell their products and services. Marketers have several views of consumers with different perspectives of how individuals make decisions: economic, passive, cognitive, and economic views. However, there is a decision making model that reflects all of the views. First, we will discuss the process component of the decision making model and, secondly, we will discuss the how consumers that make these decisions. The adult consumer decision making model consist of three components: input, process, and output. The input and output components are the external influences and post decision behavior, respectively. The process component is concerned with how consumers make decisions. The process component has the influences of the psychological concepts. The psychological field represents the internal influence (motivation, perception, learning, personality, and attitudes) that affect consumer decision making processes which are what they do or do not need, desires, awareness of product choices, information gathering, and evaluation of alternatives (Schiffman & Kanuk, 2007). The act of making a decision has three stages: need recognition, prepurchase search, and evaluation. Need recognition stage occurs when the consumer has a problem. The consumer purchases a product based on fixing a problem. The prepurchase stage is based on perception of a need for the satisfaction of product and its consumption. The consumer recalls through memory enough information to make the purchase. Then sometimes, there needs to be research information from external sources to make a good decision. Then, the evaluation stage is reach where the consumer examines several options with two types of information to base the decision. One is the list of brands and the other is the criteria in...
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