Consumer Decision Making Process: Purchasing A Laptop

This presentation discusses the consumer decision-making process for purchasing a laptop. It covers the five key steps: problem recognition, identification of alternatives, evaluation, final decision, and post-purchase decision. The presentation also highlights possible issues that may occur during the purchase process.

Consumer Decision Making
Process
Purchasing A Laptop
Student’s name
Institution Affiliation(s)

2
Introduction
Consumer decision-making process
involves five key steps which include:
a) Problem recognition
b) Identification of the available
alternatives
c) Evaluation of those alternatives
d) Final decision to buy a product and
e) Post-purchase decision.

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a) Problem Recognition
As Adhikary (2014) states, “with most customer
buying process models, the approach begins with
the determination by the consumer that he or
she has a need or a want that must be fulfilled”.
At this stage of consumer buying process,
consumers identify their needs and then carryout
a search for the available alternatives (Peng et
al., 2016).
My need and desire is to own a new laptop
gadget which will give me the ability to be able
to do more research than ever before.

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b) Identification of the Available Alternatives
When purchasing a laptop, I will research the
products online to find out what brands have
the best beginning components included in the
package such as:
Hard drive size
Processor size
Random virtual memory availability, and
External outlets such as USB ports, SD ports
and wireless access, all built in, along with a
DVD with full capabilities (Cansu, 2013).

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c) Evaluation of Purchasing Alternatives
As a consumer, I will look for price,
features, functionality, shape, and
reliability in order to choose the
laptop that suits my needs.
Customers usually choose such
company to buy the product from
which can deliver them with superior
quality product (Conner, 2016). For a
laptop, I will be going for one from
Dell, Hp or Samsung.

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d) Final decision to buy the Laptop
This is the fourth stage of the
consumers’ decision-making process.
At this stage, a person goes on to buy
a particular product from a selected
company (Anderson & O’Connor, 2019).
The more welcoming the response of
the company will be, the more the
customer will be satisfied with the
product, as well as with the company
(Willman, 2017).

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e) Post-Purchase Decision
This is the last stage in the consumer buying
process. At this stage, a company evaluates
the satisfaction level of the customers. “After
the order is received the purchasing company
may spend time reviewing the results of the
purchase” (Willman, 2017).
When the product is delivered to the customer
properly, it increases the level of customer
satisfaction, whereas poor delivery and lack of
product quality affects the image of the
product manufacturing company in the
market(Hicks, Steele, & Spencer, 2013) .

Possible issues that would occur during the purchase
process
Different pricing for the same product.
If the product is the same price at all
the contracted stores but available
online for cheaper, then chances are
that I will order online instead of going
to a physical store to make the
purchase, unless it is just to look at
the physical model before making the
purchase online . 8

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References
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