Input, Process and Output of Decision Making Process

This article discusses the input, process, and output factors of the decision-making process. It covers the external and psychological factors that influence consumer decision-making and the five stages of the decision-making process. A personal example of purchasing a Samsung phone is also included.

Running Head: INPUT, PROCESS AND OUTPUT OF DECISION MAKING PROCESS 1
Input, Process and Output of Decision Making Process
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INPUT, PROCESS AND OUTPUT OF DECISION MAKING PROCESS 2
Input, Process and Output of Decision Making Process
Decision making refers to choosing of a given action from many available choices. The
decision making process is comprised of input, process and output factors. The input factors
refers to external forces which influences the consumer. They include the 4ps of marketing
namely; product, promotion, price and place. They also include socio-cultural environment
factors such as; family, social class, informal sources, non-commercial sources, subculture and
culture. The input factors are the influential things or what goes through the mind of consumer
while making a decision to make purchase (J W Payne, 1991).
The decision making process refers to the pre-purchase search. They also include
psychological factors namely; motivation, attitudes, learning, personality, perception and
experience. This stage entails need recognition, pre-purchase search and evaluation of
alternatives. The consumer decision making is comprised of five stages namely: Problem
recognition; the need to buy a product , Information search; gaining knowledge of the product,
Evaluation and alternatives; the products which can satisfy the need are evaluated, Purchase
action; actual purchase is made and Post purchase behavior; the feeling of the consumer after
using the product.
The output refers to the stage where a consumer decides to either buy the product or not.
Additionally, they may decide to take the product for trial or make the purchase instantly
(Mostert, 2018). I recently made a decision to buy a new phone. I felt that I needed a new
android phone that could accommodate the digital features and allow me fit in the digital world.
This would allow me attain a particular social class and keep up with my peers too. After a
research, I decided to settle for a Samsung brand. I then narrowed down on my budget and

INPUT, PROCESS AND OUTPUT OF DECISION MAKING PROCESS 3
realized I could purchase Samsung galaxy grand prime android phone since it was on sales offer.
Samsung is a universally known brand and I believe it is superior to other brands. I declined
other brands like Tecno, Huawei and LG since I had a personal conviction that Samsung was the
best option. I then made a decision to purchase it. I have since enjoyed the service of the good
product.

INPUT, PROCESS AND OUTPUT OF DECISION MAKING PROCESS 4
References
J W Payne, J. R. (1991). CONSUMER DECISION MAKING. 50-79.
Mostert, P. (2018). THE CONSUMER DECISION -MAKING PROCESS. UNIVERSITY OF
PRETORIA, 96-160.