Consumer Decision Making Process for Toyota Prius

Running head: MARKETING PRINCIPLE
Marketing principle
Name of the student
Name of the university
Author note

1MARKETING PRINCIPLE
There are mainly five steps involved in the consumer decision making process. The
product chosen for analyzing the consumer decision making process is Toyota Prius.
Need recognition
The first step involved in consumer decision making process is need recognition. In the
case of buying Toyota Prius, the primary need is to have a car for convenience and the secondary
need is having a car with less environmental impact (Lysonski and Durvasula 2013). According
to Maslow need theory need for the car is of Esteem need and safety need (Niemela and Kim
2014).
Information search
In this step, internal search is initiated by remembering the past experience with Toyota.
Past usage of Toyota cars helped in internal search (Maity, Dass and Malhotra 2014). External
search is initiated by collecting information from the friends and relatives. Online sources are
also used.
Evaluation of alternatives
Alternatives shortlisted are Chevrolet Bolt, Nissan Leaf and Toyota Prius. All these
products are environment friendly vehicles with having good market value. Moreover, all these
cars are having good distance coverage from single charge. In terms of pricing, all the three
products are in the same price level (Shende 2014).