Marketing Assignment: Consumer Decision Making Process Analysis

This assignment examines the consumer decision-making process, illustrated through a chart and a practical example. The chart outlines the stages, including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The example demonstrates the process in the context of purchasing a car, detailing how a consumer identifies a need, searches for information, evaluates different models, makes a purchase decision, and assesses the outcome. The assignment references key marketing principles and provides a comprehensive understanding of how consumers make purchasing decisions. The assignment highlights the importance of understanding consumer behavior for effective marketing strategies. The analysis includes references to relevant literature and demonstrates an application of the theoretical framework to a real-world scenario.

PRINCIPLES OF MARKETING 1
HARVARD ASSIGNMENT
BY
Name of class
Name of professor
Name of the school
Date

PRINCIPLES OF MARKETING 2
Consumer decision making process chart
The chart process
A B C D E (Ghauri
2002)
The model example and explanation from the above chart
A
I need a new car for traveling to my work place and also attending my classes, which type
of car should I buy, which engine should model is the best.
B
The
recognition
of a need
Search for
both
external
and
internal
informatio
n of that
product
Weighing
various
alternative
of that
product or
service that
can as well
satisfy your
need
Making
decision on
the
purchase
method
from the is
available
methods
Potential
post
purchase
behaviors

PRINCIPLES OF MARKETING 3
Considering the information search stage, I will be attracted by the campaign and
therefore will be an in a position to realize specific mainstream car model. I will also visit a
much-known website that I share information concerning car dealers and all the aspects that I
require in my favorite car. Moreover, I can also get involved in conversations with others with
better knowledge than me. (G 2001)
C
In the third level according to this model integration, I will compare the most advanced
car model of my choice with the previous know model and weigh the improvement. I can also
consider listening to other and lastly conduct a personal evaluation on the service of the car vs.
the price.
D
According to the information got, I would decide to buy Toyota harrier and therefore I
opt to wait for its price to drop.

PRINCIPLES OF MARKETING 4
E
I have now bought the car. What follows is the car delivering the service and it’s this
period I’ll be comparing its performance with my expectations. I can, therefore, share this with
others depending on if being my need is satisfied or not.
.

PRINCIPLES OF MARKETING 5
References
G, Kotler P.& Armstrong. "consumer purchase decision process model." In Principles of
marketing, by Kotler P.& Armstrong G, 24. Chicago: word press, 2001.
Ghauri, Jawad. "Consumer Decision Making." Adidas, 2002: 34.