Consumer Decision Making

Customers go finished a five-stage decision- devising execute in all bribe. This is summarized in the diagram which is next to this paragraph. This model is authoritative for anyone making merchandising decisions. It forces the marketer to consider the whole purchase process rather than just the purchase decision. The model implies that customers pass by through all stages in every purchase. However, in much than bit purchases, customers often skip or reverse some(a) of the stages. The buying process starts with need recognition. At this stage, the buyer recognizes a trouble or need or responds to a marketing stimulant drug and sociocultural environment. An aroused customer because take to steady down how much schooling is required. If the need is well-set and there is a product that meets the need close to hand, wherefore a purchase decision is likely to be do there and then. If not, then the process of culture search begins. A customer stick out obt ain information from some(prenominal) sources: Personal sources: family, friends, neighbors etc.

Commercial sources: advertising, salespeople, retailers, dealers, packaging, point-of-sale displays Public sources: newspapers, radio, television, consumer organizations, specialiser magazines Experiential sources: handling, examining, using the product The usefulness and enchant of these sources of information will vary by product and by customer. investigate suggests that customers value and respect individualized sources more than commercial sources. The challenge for the marketing team is to observe whi ch information sources are most influential ! in their scar markets. In the evaluation stage, the customer must choose in the center of the alternative brands, products. The final stage is the post-purchase evaluation of the decision. It is common for customers to underwrite concerns after making a purchase decision. This arises from a embossment that is known as cognitive dissonance. The customer, having bought a product, whitethorn feel that an...If you want to get a full essay, ordinate it on our website: BestEssayCheap.com

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