Consumer Decision Making Process

Consumer decision making process 1
Consumer decision making process
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Consumer decision making process 2
Introduction
Consumer behaviour is defined as a process that consumers’ passes when facilitating
purchases and it involves factors that impacts their usage and decision (Cohen, Prayag and
Moital, 2014 p.872). The consumer decision-making process involves five stages that include
need or want recognition, information search, evaluation of alternatives, purchase and post-
purchase behaviour (Ingenbleek and Immink, 2011 p.11-19). The decision making process varies
with financial status, consumer’s buying stage and product type and therefore it is not necessary
for consumers to go through them.
Consumer decision-making process
Need recognition is the first step of a consumer decision-making process. The stage
occurs after consumers’ shows the need for purchasing a service or a product. Recommendations
from friends or relatives and advertisement are some of precursors that can prompt need
recognition.
Information search is the second process of consumer decision making. According to
Queen, Hess, Ennis, Dowd and Grühn (2012 p.817), after consumers have decided on services
and products they need, they begin to search information related to the products and services.
Some example of sources where consumers can search the information includes personal
recommendations, advertisements, print media like newspapers, in-store experience, social
media like Facebook and internet like Google search engine. In addition, an organization that
sells the products can be source of information in case it attempts to cross-sell or up-sell its
products as a way of integrating marketing. To increase chances of a consumer purchasing a
product, all information must have consistent message. For example, if consumers are searching
for an iPhone 11, they will look for information on prices, availability, recommendations and
reviews of the product