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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 2
Describe the consumer decision process.
Explanation
Verified
Verified
The behavior that a consumer displays at the time of, the search, evaluation, purchase, use, and disposal of that products and services which will satisfy his needs according to his expectations is called consumer behavior.
The process of consumer decision-making process is as follows:
1. Need recognition: The first step in the buying decision process is need recognition. The person has realized first the need of something. The need of a product is generated in three ways; (a). The basic need of the product to survive, (b) the consumer buys to try something new, (c) when the consumer buys after influence from the marketing of the product.
2. Information search: The next step is information search. It is the basis for evaluating and selecting the best product from the number of alternatives. A consumer collects information from various sources including websites, advertisements, friends etc. He searches information before the purchase to select the best product, after the purchase whether the product he bought good or not and continuous search to keep them up-to-date.
3. Evaluation of alternatives: In the next step a consumer compares the alternatives on some parameters. These parameters are product attributes (quality, features, price etc.), the degree of importance, brand beliefs, total satisfaction, social influence etc.
4. Purchase decision: After evaluating the various alternatives a consumer selects a particular brand. However, it may be trial or first time purchase, repeat purchase or long-term commitment purchase.
5. Post-purchase behavior: Post-purchase evaluation is the reaction come after the purchase of the product. A consumer is either satisfied or dissatisfied with his purchase decision. A consumer has two stage of reaction after purchase, first anxiety and tension before the use of the product either his decision of buying the product is good or not and second when he starts using the product.
The process of consumer decision-making process is as follows:
1. Need recognition: The first step in the buying decision process is need recognition. The person has realized first the need of something. The need of a product is generated in three ways; (a). The basic need of the product to survive, (b) the consumer buys to try something new, (c) when the consumer buys after influence from the marketing of the product.
2. Information search: The next step is information search. It is the basis for evaluating and selecting the best product from the number of alternatives. A consumer collects information from various sources including websites, advertisements, friends etc. He searches information before the purchase to select the best product, after the purchase whether the product he bought good or not and continuous search to keep them up-to-date.
3. Evaluation of alternatives: In the next step a consumer compares the alternatives on some parameters. These parameters are product attributes (quality, features, price etc.), the degree of importance, brand beliefs, total satisfaction, social influence etc.
4. Purchase decision: After evaluating the various alternatives a consumer selects a particular brand. However, it may be trial or first time purchase, repeat purchase or long-term commitment purchase.
5. Post-purchase behavior: Post-purchase evaluation is the reaction come after the purchase of the product. A consumer is either satisfied or dissatisfied with his purchase decision. A consumer has two stage of reaction after purchase, first anxiety and tension before the use of the product either his decision of buying the product is good or not and second when he starts using the product.
Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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