Consumer Decision Making Process: Doc
Added on 2021-02-21
15 Pages3970 Words57 Views
Consumer Behaviourand Insight
INTRODUCTIONConsumers are the one who mainly buy commodities & services for their ownconsumptions and not the motive of earning profit by resale the products. They are the one whotake their own decisions which is associated with the purchasing of goods. It is considered thatfull decision of buying something depends upon the customers and is extremely influenced bythe techniques of merchandising utilized by organisations. In the context of present report,Unicorn Grocery is chosen as the base organisation (Bereznoy, 2019). It is a co-operativegrocery stores which is mainly located in Manchester, UK. It refers to the report which mainlyincludes different topics which includes formation of different stages which is which isconnected with the decision-making process of consumer. It is the report which includes twomain sections where the chosen company is Unicorn grocery. Under this part of the reportprocess of decision-making of the customers are going to be discussed. Along with this, mappinga path as well as different level of consumer decision-making is included in this report. SECTION 11. Process of consumers decision-makingIn today's competitive world, it is identified that decision making procedure of usersdefine as a procedure which is generally chose by customers so that they can take positivelydecisions to buy best & suitable services, commodities and products for their personal usage. It isconcluded that requirements & needs of each and every consumers is different. Therefore,decisions taken by customers are variant from each other which is depend upon the need ofconsumers (Biswas and Roy, 2015). It is important as well as crucial for the customers as it willassist in deciding and identifying the most suitable goods and services from ample number ofsubstitutes accessible at the market.
2. Consumer decision making modelsIt is identified that process of decision makingis critical process and in this contextample number of models are there. With the help of these models, it can be said that consumerstake decisions in reference of buying commodities & services. There are various models whichare discussed as follows:-Emotional Model:This is one of the most effective model according to which theprocedure of taking decisions is entirely based on the emotional view of people against any kindof goods and services offered by them (Calder, Isaac and Malthouse, 2016). It refers to aprocess which says that consumers sometimes take impulsive judgement whether to purchase thegoods or not. Cognitive Model: It is considered as one of the most effectual and best model accordingto which consumers decision are taken as per the need and demand of customers. It says thatwith the help of different promotional functions and activities which is adopted by the companieshighly influence the procedure of decision making of consumers. Passive Model:As per this method it has been said that the procedure of decision makingare extremelyinfluenced by different promotional techniques. It is considered as one of the mostunrealistic method and in this method consumers take different information which is given byorganisations while doing their promotional activities and take their decision whether to but theproduct or not. 3. Decision-making process of consumers.Decision making define as a procedure of making choices by analysing the decision,assembling information as well as examining substitute solutions. Behaviour of consumer can beinfluenced by the factors available at the market. In the context of Unicorn Grocery, it is said thatit is a small business organisation which operates its functions in UK and mainly deals in groceryitems (Gensler and et. al., 2015). It is the process of decision-making which consist of someimportant steps which are going to be discussed as follows: Need & Problem recognition:It is said that decision taken by individuals are generallysupported on the requirements or needs of consumers. Attitude of customers are modify on aday-to-day basis according to the marketing trends are for small period of time and provoke themto buy the product to satisfy their necessitate. For instance, it is identified that a consumer find itnecessary to acquire a commodity or service in order to fulfil their needs. 2
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