Analysis of Consumer Decision Making Process for Mobile Phone Purchase

This report provides an in-depth analysis of the consumer decision-making process, using the purchase of a mobile phone as a practical example. The report outlines the key stages, including need recognition, information search (covering internal and external sources, evoked, inert, and inept sets), evaluation of alternatives, the purchase decision itself, and post-purchase behavior. The analysis considers how consumers gather information, evaluate brands, and make choices based on factors like price, quality, and brand reputation. The report highlights the importance of understanding this process for marketers, emphasizing how consumer satisfaction and repeat purchases are influenced by the post-purchase experience. Key references from academic journals are included to support the analysis.

Running Head- Consumer Decision Making Chart
Consumer Decision-Making Chart

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Consumer Decision Making Chart
Introduction
In this paper, decision-making process and its importance to marketer has been discussed. How
consumer takes purchase decision by evaluating various factors has been mentioned in this
paper. In order to complete this paper mobile phone has been selected as a product.
Consumer Decision Making Process
It is the process through which consumer identify its needs and try to collect the relevant
information about the product he needs, consumer after obtaining the information consumer use
to evaluate the alternatives available then finally consumer decide to purchase (Martindale, A.
and McKinney, E. 2017).
Chart of Consumer Decision making process
In this paper, Example of Purchase decision regarding mobile phone has been taken. Here Zoe
who is a junior executive wants to purchase a mobile phone. Below chart demonstrate the
purchase decision of Zoe in regards to the mobile phone.

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Consumer Decision Making Chart
1. Need recognition
This is the first step in the process. The buying process is initiated when the consumer identifies
a problem or need that has to be fulfilled. Need can be triggered by either external or internal
stimuli.
2. Information Search
After recognizing the need to buy mobile phone consumer try to collect information regarding
mobile phone according to his requirements.
Internal and external source of information – Consumer try recall his previous information which
he has in his mind. Whereas consumer tries to collect information about the product which is not
in his mind yet that is he is unaware of it. So for this, he will take information from friends and
family members (Solomon et al., 2014).

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Consumer Decision Making Chart
Evoked set- It is the set of product which consumer is well aware. As here if consumer want to
buy a phone and he thinks to buy Sony phone then it can be said that Sony brand is in Evoked
Set.
Inert set- while searching the phone of Sony consumer may encounter to observe various other
brands also such as Samsung and LG. So here consumer may consider the brand of LG or
Samsung. If the brand is meeting requirements of the consumer.
Inept set- No brand characteristics. So consumer will not think much of it. He will not choose the
brand which has no characteristic as per consumer requirements. Example here consumer will
not think of buying Nokia he will not even consider it (Pescher et al., 2014).
3. Evaluation of alternatives- here consumer will evaluate the available brand which is in his
awareness. A consumer will prefer those brand which is highly popular and met the
consumer requirements. A consumer will evaluate the brand value as well as quality and
price of the brand.
4. Purchase decision- Here consumer will think that how to purchase that through personal
income, or through credit cards and so on.

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Consumer Decision Making Chart
5. Post-purchase behavior- After purchasing the particular brand and product consumer try to
focus on experience (Tanford et al., 2015). If product met the expectation then a customer
will become delighted and will make a positive image of a particular brand.
For example- If a consumer is satisfied with Sony mobile phone then he will repeat his purchase
decision in future.
References
Martindale, A. and McKinney, E., 2017. Make or Buy? The development of a Consumer
Decision Process Model for home sewers.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having and being (Vol. 10). Pearson.
Pescher, C., Reichhart, P. and Spann, M., 2014. Consumer decision-making processes in mobile
viral marketing campaigns. Journal of interactive marketing, 28(1), pp.43-54.
Tanford, S. and Montgomery, R., 2015. The effects of social influence and cognitive dissonance
on travel purchase decisions. Journal of Travel Research, 54(5), pp.596-610.

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Consumer Decision Making Chart
Hausman, A., 2014. Consumer decision-making process and social media. Digitalist. Retrieved
from http://www. Digitalism. Com/customer-experience/2014/02/25/consumer-decision-making-
process-and-social-media-01245119 Google Scholar.