International Journal of Marketing Studies
Added on 2022-09-05
4 Pages1647 Words19 Views
|
|
|
According to Lamb WC (2016), Consumer Decision-Making Process is
analysed by the following 5 steps:
I. NEED RECOGNITION
This is the first and the most important step of the buying process,
because when the customers become aware that they have a need for
the product or service, the buying process can take place.
My problem was recognised when I used a shampoo that didn't work
on my scalp, leaving me extremely uncomfortable. Internal and
external stimuli can trigger a need. Based on my situation, the internal
stimulus was when I became aware of my scalp not being cleaned
effectively after using that shampoo as well as feeling less confident
when meeting a client, causing me a lot of stress. The external stimulus
was when my husband said that he finds my hair look sticky. So, my
need is a shampoo that helps water remove dirt and oil effectively.
According to Drive Theory (Hull, C. L., 1943), my needs influenced my
psychology and behaviour, which explains why I was motivated to buy
another shampoo product to relieve the stress that had arisen before.
Besides, my want is a product that helps my hair is strong, moisture
and smooth from deep inside without dandruff, harmful chemicals and
itching as well as an easy bottle to use. Expectancy Theory (Vroom, V.
H., 1964) explains the motivations by which I can achieve my wants
through my effort and performance. Therefore, before buying a
product, it is better to make an effort to know about the product by
searching for information about various alternatives to satisfy my
needs and wants.
II. INFORMATION SEARCH
Information search is the second step, it includes internal information
and external information. Depending on the convenience and
importance of the purchase to satisfy the need, consumers have
different ways of finding information (Punj & Staelin 1983).
1. Internal Information
At that time, there were quite a few brands of shampoo in my
memory, some I have experienced, and some I have not used but have
seen at the supermarket. The ones I used those did not lived up to my
expectations, so I did not think about them. I considered brands like
analysed by the following 5 steps:
I. NEED RECOGNITION
This is the first and the most important step of the buying process,
because when the customers become aware that they have a need for
the product or service, the buying process can take place.
My problem was recognised when I used a shampoo that didn't work
on my scalp, leaving me extremely uncomfortable. Internal and
external stimuli can trigger a need. Based on my situation, the internal
stimulus was when I became aware of my scalp not being cleaned
effectively after using that shampoo as well as feeling less confident
when meeting a client, causing me a lot of stress. The external stimulus
was when my husband said that he finds my hair look sticky. So, my
need is a shampoo that helps water remove dirt and oil effectively.
According to Drive Theory (Hull, C. L., 1943), my needs influenced my
psychology and behaviour, which explains why I was motivated to buy
another shampoo product to relieve the stress that had arisen before.
Besides, my want is a product that helps my hair is strong, moisture
and smooth from deep inside without dandruff, harmful chemicals and
itching as well as an easy bottle to use. Expectancy Theory (Vroom, V.
H., 1964) explains the motivations by which I can achieve my wants
through my effort and performance. Therefore, before buying a
product, it is better to make an effort to know about the product by
searching for information about various alternatives to satisfy my
needs and wants.
II. INFORMATION SEARCH
Information search is the second step, it includes internal information
and external information. Depending on the convenience and
importance of the purchase to satisfy the need, consumers have
different ways of finding information (Punj & Staelin 1983).
1. Internal Information
At that time, there were quite a few brands of shampoo in my
memory, some I have experienced, and some I have not used but have
seen at the supermarket. The ones I used those did not lived up to my
expectations, so I did not think about them. I considered brands like
Dove and Head & Shoulder which I have never tried, but from the
images in my memory, the design of the bottle is nice and easy to use,
on the label it says anti-dandruff which I want. However I still don't
know about them and about which brand of shampoo is right for me,
so I decided to seek external Information.
2. External Information.
I sought information from my sister who knows a lot about cosmetics.
She recommended me Pantene and Dove brands as alternative
brands, which created the Evoked set.
In addition, I also search for more information about different brands
and read their online reviews from others consumers by using the
Google browser. As a result, Dove brands is the highest preference
ratio. Also, through the characteristics of each brand, I feel that Dove
is the most suitable for me.
After searching for information, I find out that the more time I spent
searching for information, the more knowledge I gained, as concept
of Kailani (2012) about intentional learning, is that it progresses in
perpetuity as an individual gains new knowledge gained through
reading and practical experience.
III. EVALUATION OF ALTERNATIVES
The evaluation of alternatives is the third step of the process that
involves the customer finding the best deal. According to Stankevich
(2017), a consumer always seeks a product that is based on attributes
and the best deal that are more related to the expectations of their
needs, and it could be product benefits competitive price, place and
customer reviews or availability.
So, I used Google to find shampoos similar to Dove brand and found a
brand I used to use that was Palmolive shampoo. Besides, it is having
a 50% discount. However I used to use it and it did not meet my
satisfaction. Furthermore, the online reviews from Palmolive
shampoo’s consumers are not as high as the Dove brand. So Palmolive
brand is an inept set.
After checking the price of Dove brand, I found its price quite high
compared to other brands. Therefore, I need to have a backup
alternative that is called an Inert set. I chose to narrow down the
images in my memory, the design of the bottle is nice and easy to use,
on the label it says anti-dandruff which I want. However I still don't
know about them and about which brand of shampoo is right for me,
so I decided to seek external Information.
2. External Information.
I sought information from my sister who knows a lot about cosmetics.
She recommended me Pantene and Dove brands as alternative
brands, which created the Evoked set.
In addition, I also search for more information about different brands
and read their online reviews from others consumers by using the
Google browser. As a result, Dove brands is the highest preference
ratio. Also, through the characteristics of each brand, I feel that Dove
is the most suitable for me.
After searching for information, I find out that the more time I spent
searching for information, the more knowledge I gained, as concept
of Kailani (2012) about intentional learning, is that it progresses in
perpetuity as an individual gains new knowledge gained through
reading and practical experience.
III. EVALUATION OF ALTERNATIVES
The evaluation of alternatives is the third step of the process that
involves the customer finding the best deal. According to Stankevich
(2017), a consumer always seeks a product that is based on attributes
and the best deal that are more related to the expectations of their
needs, and it could be product benefits competitive price, place and
customer reviews or availability.
So, I used Google to find shampoos similar to Dove brand and found a
brand I used to use that was Palmolive shampoo. Besides, it is having
a 50% discount. However I used to use it and it did not meet my
satisfaction. Furthermore, the online reviews from Palmolive
shampoo’s consumers are not as high as the Dove brand. So Palmolive
brand is an inept set.
After checking the price of Dove brand, I found its price quite high
compared to other brands. Therefore, I need to have a backup
alternative that is called an Inert set. I chose to narrow down the
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Consumer Purchasing Behavior for FMCG Products - Deskliblg...
|7
|1497
|196
Consumer Behavior and Marketing Psychology Presentation 2022lg...
|14
|1107
|37
Principles of Marketing: A Comparison of Head & Shoulders Shampoo and Pantene Lady's Shampoolg...
|9
|2028
|40
Consumer buying behavior Scholar Id:.lg...
|10
|354
|489
Consumer Decision Making Process for Vegemitelg...
|10
|1249
|55
Marketing on Head & Shoulders Assignmentlg...
|4
|408
|41