Optimizing Marketing: Consumer Decision Process for Nest Thermostat

This discussion board post addresses the consumer decision-making process for the Nest Learning Thermostat, as requested by Jessica Sneath, the Chief Marketing Officer of Performance Systems International (PSI). It details the steps a consumer is likely to go through when purchasing the Nest Thermostat, including need recognition, information search, alternative evaluation, decision-making, and post-purchase support. The analysis emphasizes the importance of a strong marketing effort at each stage to influence consumer decisions effectively. The document also provides guidance on what the company’s marketing department should be doing to influence consumers at each step, focusing on understanding consumer needs, motivations, involvement, perceptions, attitudes, and the various internal and external influences that impact their purchasing decisions. The goal is to provide a consumer-centric marketing approach to optimize the sales and growth of the Nest Thermostat.

Running head: MARKETING AND MANAGEMENT 1
Marketing and Management
Students’ Name
University
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Date

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Introduction
Consumers must be influenced by several factors so as to buy some products from the
market. These can be an internal influence which are personal and psychological like, needs,
involvement, and motivation, resources, lifestyle, value and beliefs, attitudes and perception,
memory and learning. Social and cultural factors are an external influence which affects the
buyer, examples are: opinion leaders, situation, social class, household and family, reference
group, word of mouth and situation, all these are influencers (McCamley and Gilmore, 2018,
pp.156-173).

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Steps in the consumer decision-making process
According to this scenario, the consumer must follow some steps in making the decision
of purchasing a Nest Thermometer device. Also, the business should express marketing effort in
each step towards the consumer decision. According to Tomczak, Reinecke, and Kuss, 2018, pp.
223-244) the following is the process of decision making.
Need recognition.
This is the first step where the seller is required to know the needs and desires of the consumer in
relation to a specific product. In this step, the seller should motivate the buyer aiming to reduce
the gap between the possessions and needs. For each party to achieve its goal accordingly the
involvement is required here. Use of effective communication between the buyer and seller will
assist the achievement of full involvement as required.
Information search.
This is the second step in the decision making of a consumer. An internal and external search of
information is required towards the previous and immediate purchase to be made by the
consumer. The business should be ready to offer enough information about the product, aiming
to influence the customer positively. Also, it is very important for the business to consider the
time limit and perception of the customer as at the moment towards the product.

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Alternative Evaluation.
Evaluation of the alternative products is important since in the step of information search, the
consumers come across any information about different products. The buyer is supposed to
choose the best alternative which suits his/her needs. The seller should always be ready to give
customer the best alternatives and attitude towards the purchase of his choice.
Decision.
Decision is made after analyzing the collected information and the choice of the best alternative
is selected. This is the right time of making decision. Using previous research the consumer
needs to make the physical selection of the product to buy. If the customer previously understood
the information offered well, he will make a good decision on the product. The seller should help
the customer to make the best decision to enhance repetitive purchasing behavior in future. This
helps to build the image of the business if it happens successfully. Therefore, the business should
ensure that decision making is very descriptive, attractive, motivating and meets customer needs
at a personal level.
Post-purchase support.
The consumer is always on continuous learning process in relation to decision making regarding
the product to purchase at the end. This constant learning helps to reinforce the consumer
decision on the purchase to make. The seller is required to build a strong relationship in this
stage since this will help the customer to rationalize on the information available. The seller
should provide the buyer with specific help on the usage of the product after purchases have been
made.

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Conclusion
In conclusion, the consumer needs to make a clear decision when purchasing any product from
the market. Consumer decision making needs some steps to be followed as discussed in the
above assignment. Also, the seller of the product should be involved in this process of decision
making so as to ensure that, relevant information is provided towards the product and sound
decision is made on it. Therefore, both parties, the seller and the buyer should be ready for each
other in decision making for purchasing a product.

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References
McCamley, C. and Gilmore, A., 2018. Strategic marketing planning for heritage tourism: a
conceptual model and empirical findings from two emerging heritage regions. Journal of
Strategic Marketing, 26(2), pp.156-173.
Tomczak, T., Reinecke, S., and Kuss, A., 2018. Marketing Implementation and Management
Control. In Strategic Marketing, pp. 223-244.