BUS106 Marketing Principles: Consumer Decision-Making Process Chart

This report applies BUS106 marketing principles to analyze the consumer decision-making process, focusing on the purchase of Uber services. It covers need recognition, information search, alternative evaluation (including evoked, inept, inert, and avoided sets), purchase decisions, and post-purchase evaluation. The report highlights Uber's strategies, such as discount coupons, to attract customers and minimize cognitive dissonance. The analysis concludes that Uber provides quality cab services, leading to increased usage and positive customer experiences. The report also includes a chart depicting each step of the consumer decision-making process with supporting images.

Principles of Management

Contents
Introduction.................................................................................................................................................3
Choose a product that you are interested in buying, something that you have never bought before.
Apply the BUS106 theories and concepts to identify and briefly explain your behavior at each step of the
consumer decision - making process...........................................................................................................4
Your final task is to create a chart depicting each of the steps of the Consumer decision-making process.
In preparing your process chart, you will need to include images and any other visual aid that supports
your analysis................................................................................................................................................6
Conclusion...................................................................................................................................................8
References-.................................................................................................................................................9

Introduction
Principles of management are basically refers to the guidelines that can help in decision making. When a
customer wants to buy a product then firstly he does some analysis to find out that the product is
suitable or not. There is a detailed procedure that helps in decision making process related to the
purchase of the product.

Choose a product that you are interested in buying, something that you
have never bought before. Apply the BUS106 theories and concepts to
identify and briefly explain your behavior at each step of the consumer
decision - making process.
Uber technologies Inc. is an organization that is providing taxi services in many countries. It has
headquarters in San Francisco, California. Anyone can get the services by doing just some clicks
on the mobile phone. There is a high need of cabs services in resent era as people want to have a
comfortable hassle free ride for their day to day needs. Uber is doing really great in providing the best
cab services. People have their own cars but due to save the energy in driving, they prefer to get a cab
for their routine travelling. There are so many reviews on different websites related to Uber that shows
that they are really providing good services. They have a five start rating for their application as it is very
user friendly and compatible for each type of user (Kotler, 2017). The theory of Evoked set; Inept, Inert
and avoided set describe the satisfaction with this product-
1. Evoked set here refers to the daily needs of traveling that create a need of the cab and the
reviews that shows that Uber is providing good cab facility. So, Evoked set is basically related to
the desirable product.
2. Inert Set- Inert set refers to the brands that are available in the market like Ola, Taxi for sure,
Meru and we do not have any idea about those products. According to the changing perception
of customers, these products can easily get transferred to Evoked set.
3. Inept set- Inept set refers to the products that have a bad experience of the customers. These
are the products that consumer will never buy.
4. Avoided set- This set refers to the can services that the customer wants to avoid in each and
every condition (“Apps Features”,2018).

There are two different ways of getting Uber services. A consumer can get the Uber cab with the help of
its application as well as websites (Revell, 2017). These are the only two ways of getting Uber cab
services. In this case, potential post purchase behavior can be identified with the help of the customer
reviews and ratings that a customer can give after the completion of the ride (“Cab services
India”,2018).

Your final task is to create a chart depicting each of the steps of the
Consumer decision-making process. In preparing your process chart,
you will need to include images and any other visual aid that supports
your analysis.
Uber can provide different offers and discount coupons to get the customers attracted and to minimize
cognitive dissonance.
(“Insurance News”, 2018)
Problem Recognition- It refers to the need of Cab services in daily lives to get more comfort and
hassle free travelling.
Information Search- It refers to know the different cab services provider and the rates they are
providing to the customers for te rides.
Alternatives Evaluation- It is necessay to compere the services of Uber and the other cab service
providers to get the best possible option.
Purchase Decision- Purchase Decision plays an important role as it is necessary to get satisfaction
from the services of cab.
Post- Purchase Evaluation- After the purchase and using the services, it is important to analyze
abd evaluate the satisfaction and comform got from the cab services.

(“Uber Statistics data”,2018)

Conclusion
It has been concluded with the analysis and references that have been given that Uber is providing
quality cab services to the customer and day by the people are starting to use Uber cabs in a higher
number. They are maintaining the quality of services by providing good experiences to the customers.

References-
Apps features.(2018) Retrieved from https://gadgets.ndtv.com/apps/features/uber-vs-ola-in-india-how
Cab Services India.(2018) Retrieved from https://techstory.in/cab-services-india/
do-they-stack-up-798608
Insurance News. (2018). Retrieved from https://www.thezebra.com/insurance-news/848/uber-vs-lyft/
Kotler, P. (2017). Principles of Marketing. Pearson Education Limited.
Revell, T. (2017). Black cabs beat Uber on speed in taxi races. New Scientist, 2
33(3109), p.14.
Uber Statistics data.(2018) Retrieved from http://www.businessofapps.com/data/uber-statistics/