BUS106 Marketing: Consumer Decision-Making Process Analysis

This report delves into the consumer decision-making process, focusing on the purchase of Lavera Cleansing Gel. It identifies the need for the product as a solution to skin problems and acne. The report explores internal and external information searches, including advertisements and recommendations from friends. It constructs evoked, inept, and inert sets, considering alternatives like Swisse Olive Leaf Gel Cleanser and Sukin restoring night cream. The analysis covers available purchase methods, such as cosmetic outlets and online orders, and examines potential post-purchase behavior, suggesting that companies minimize cognitive dissonance by offering test samples. The report also references factors affecting the consumer decision-making process, including cultural, social, individual, and psychological influences. This detailed analysis provides a comprehensive understanding of the consumer's journey from need recognition to post-purchase evaluation. Desklib offers more resources like this, including past papers and solved assignments, to aid students in their studies.

Running head: MARKETING PRINCIPLES
Marketing Principles
Name of the Student:
Name of the University:
Author’s Note:

MARKETING PRINCIPLES 2
Table of Contents
1. Identify and analyse your need and want that led to the purchase of the product.......................3
2. Conduct an internal and external information search and identify sources used to make an
informed decision to buy the selected product................................................................................3
3. Construct Evoked Set, Inept, Inert and Avoided Set of alternatives and narrow down the
attributes of the product that satisfies your need and want..............................................................3
4. Identify and examine available purchase methods......................................................................4
5. Identify potential post-purchase behaviour, and outline how a company that sells your selected
product can minimise cognitive dissonance....................................................................................4

MARKETING PRINCIPLES 3
1. Identify and analyse your need and want that led to the purchase of the product.
1. The need for buying this product was the fact that there were many skin problems that I was
suffering from. I always had many skin irritations and many skin problems. So, I had to buy
some creams that would not be very harsh on my skin. Besides my skin was acne prone. So, it is
for this reason that I always wanted to have some products that would help me to fight with this
problem. So, I decided to buy a product called the Lavera Cleansing Gel.
2. Conduct an internal and external information search and identify sources used to make
an informed decision to buy the selected product.
2. The external sources that helped me to take this decision are the advertisements that I saw on
T.V and also on many of the famous cosmetic magazines. I always read the cosmetic magazines
that used to give several measures for fighting with the problem of oily acne proof skin. It was at
least one year ago that I saw one of my friends using this product and I was recommended that
same by her. So, it is from this recollection that I wanted to use this product.
3. Construct Evoked Set, Inept, Inert and Avoided Set of alternatives and narrow down the
attributes of the product that satisfies your need and want.
3. The evoked set consists of the mentioned product that is the skin cream Lavera Cleansing Gel.
This product had a good and positive result after it was purchased and was used. This product
was also used by a friend and some known contacts and they had also got positive results from it
so buying this product was backed by reassurance and it proved to have a good result in the post-
purchase period (Hoppe and Schmitz 2015).

MARKETING PRINCIPLES 4
The inert set consisted of the product called the Swisse Olive Leaf Gel Cleanser gel which was
unknown to the customer (Badgaiyan and Verma 2014). However, during the act of purchasing
the product at the evoked set, this customer came to know about this product at the shop. It was
being persuaded by the shopkeeper that even this product called the Swisse Olive Leaf Gel
Cleanser gel can be of equally good results to the user. So, the customer could have thought of
buying this product (Robert 2018). The inept set consists of the product Sukin restoring night
cream. The customer was not really aware of this cream and also had a bad experience with
using this. However, the Lavera Cleansing Gel was bought because this proved to be very gentle
and suitable for the sin of the customer. It was also available at an affordable price. It acts as a3
in 1 product that helps in removing the dirt, oil, and makeup from the skin (Kanev and Kanev
2018).
4. Identify and examine available purchase methods.
4. The available purchase methods are going to any famous cosmetic outlet or ordering it online.
The purchase can be done either through personal income or credit and debit cards. The payment
could be made in terms of cash or even credit (Yan et al. 2018).
5. Identify potential post-purchase behaviour, and outline how a company that sells your
selected product can minimise cognitive dissonance.
5. The post-purchase behavior was good and satisfactory as the product had a good effect on the
skin. However, there was a good feedback from some of the known contacts of the user who had
used the product before but there are always some doubts that the customers feel. The cognitive
dissonance can take place, particularly in this scenario as the product is that of a skin cream. The
customers are always very sensitive about their skin and they do not want to take any risk. So,

MARKETING PRINCIPLES 5
they would like if to get some of the test samples of the product before purchasing them. The
company must provide them some test samples that would help them to be confirmed if buying
that product will be satisfactory for them or not.

MARKETING PRINCIPLES 6
n problem. The acne-prone and oily skin was the need for buying the product.
nd a friend giving assurance about the product. The external source was an advertisement in a magazine
ble at an affordable price. It acts as a 3 in 1 product that helps in removing the dirt, oil, and makeup from the skin.
gh personal income that can be made either through cash or credit/debit payment.
o, to avoid cognitive dissonance, the company must provide some test samples of the skin cream so that the customers can use the same and
Internal information search
Recollection of memory of a friend, using the same product Lavera Cleansing Gel.
Seeing the advertisement of the Lavera Cleansing Gel in television and beauty magazine
Aware of the Lavera cleansing gel as there were good responses about the same.
Unaware of the redwin vitamin E moisturizer cream, whether it will be beneficial or not.
Evoked set
Lavera Cleansing Gel
Inert set
Swiss olive gel cleanser
x
y
Y-Buy or Do Not Buy
X-factors that affect consumer
decision-making process
Inept set
Sukin restoring night cream
Dr. Hauschka Clarifying
Face Care Kit, Acure oil
control facial moisturizer.

MARKETING PRINCIPLES 7
References
Badgaiyan, A.J. and Verma, A., 2014. Intrinsic factors affecting impulsive buying behaviour—
Evidence from India. Journal of Retailing and consumer services, 21(4), pp.537-549.
Hoppe, E.I. and Schmitz, P.W., 2015. Do sellers offer menus of contracts to separate buyer
types? An experimental test of adverse selection theory. Games and Economic Behavior, 89,
pp.17-33.
Kanev, T. and Kanev, T. 2018. Evoked, Inert and Inept sets. [online] The Novice Marketeer.
Available at: http://thenovicemarketeer.com/evoked-inert-inept-sets/ [Accessed 12 Apr. 2018].
Robert S. Owen, r. 2018. Consumer Behavior. [online] Sykronix.com. Available at:
http://www.sykronix.com/tsoc/courses/cb/cb_dec.htm [Accessed 12 Apr. 2018].
Yan, T., Ribbink, D. and Pun, H., 2018. Incentivizing supplier participation in buyer innovation:
Experimental evidence of non-optimal contractual behaviors. Journal of Operations
Management.