Consumer Decision Making Process (Research Paper Sample)

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Table of Contents
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a. Problem Recognition  PAGEREF _Toc371684941 \h
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b. Information Search  PAGEREF _Toc371684942 \h
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c. Evaluation of Alternatives  PAGEREF _Toc371684943 \h
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d. Purchase/Selection  PAGEREF _Toc371684944 \h
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e. Post purchase Evaluation  PAGEREF _Toc371684945 \h
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f. Product Disposal  PAGEREF _Toc371684946 \h
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Involvement in Purchasing Decisions  PAGEREF _Toc371684947 \h
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Consumer’s Purchase Decision (iPhone vs Cadbury chocolate)  PAGEREF _Toc371684948 \h
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a. Need Recognition  PAGEREF _Toc371684949 \h
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b. Information Search  PAGEREF _Toc371684950 \h
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c. Evaluation of Alternatives  PAGEREF _Toc371684951 \h
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d. Purchase  PAGEREF _Toc371684952 \h
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e. Post-purchase Dissonance  PAGEREF _Toc371684953 \h
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Conclusion  PAGEREF _Toc371684954 \h
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Bibliography  PAGEREF _Toc371684955 \h
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Introduction
Consumer decision making process can be referred as the steps that are followed by a buyer before, during and after making a potential market transaction in regard to the purchase of a service or product. Generally, the process of decision making is a cognitive process which entails the selection of a course of action among many alternatives. As a consumer, understanding of the buyer decision making process can greatly aid in the selection of the best product that yields the highest possible satisfaction (Hoyer, 2008). This paper explores the consumers decision making process and discusses the impact of involvement in purchasing a service or product.
Consumers have unique patterns of consumption, and this is derived from their varying differences between preferences and tastes. The study of consumer or buyer decision making process provides an insight as to why consumers exhibit different purchasing patterns in the acquisition of services and products. Consumers receive stimuli from marketing strategies applied by providers of services and products and in turn respond to the stimuli by purchasing or not purchasing a product. In between the process of receiving and responding to the stimuli, consumers undergo the process of decision making. It is the primary objective of every marketer to understand the process that influences the consumer in making a purchasing decision. Various marketing gurus have previously stated that the consumer or buyer is the boss since he or she keeps the business in operation. As such, buyers must always be handled with care and knowing their decision making process is imperative in achieving success in product sales. The process of the buyer decision process consists of five steps namely; problem recognition, information search, alternatives evaluation, selection or purchase and post purchase evaluation or behavior (Kurtz, 2013).
Problem Recognition
Need or problem recognition is the first stage of the buyer’s decision making process and involves the consumer identifying the problem and the appropriate product to solve the need. Buyers purchase services or products in order to satisfy a need or want, and as such, marketers can embark on various tasks to ensure that their service or product is enticing to the consumer. If the problem is not present (inactive), the duty of marketers is to make it active. Steve Jobs revolutionary gadgets such as the iPhone, the iPad and among many others are an example of great marketing. Jobs created these gadgets when no one needed them but strived to ensure that the iPhone was a must have for consumers (Burrrow, 2012).
Information Search
During this stage, the buyer searches for information regarding the service or product that will satisfy the need or problem identified in the first stage of the consumer decision making process. In the modern world, consumers have a wide selection in terms of the medium to use when searching for information. However, due to the increasing technological advancement and usage of the internet, consumers can find the information they need online in regard to the required service or product. The internet has revolutionized the process of searching for information and purchasing a product, and as such, has become the primary research tool. In addition to the internet, buyers can search for information from family members, friends who can offer experiences or recommendations necessary for decision making (Hoyer, 2008).
Evaluation of Alternatives
Once the buyer has identified the service or product that will satisfy the want or problem, they will begin evaluating the best deal. The primary factors that are influential in this stage include the quality and price. Consumers look at many reviews to compare the product or service that satisfies most of their chief parameters. The presence of the internet has greatly aided in the evaluation of alternatives since buyers can compare say the price and features of Apple’s and Samsung iPhone (Burrrow, 2012).
Purchase/Selection
After the buyer has reviewed all the available alternatives, the next stage is making the purchase of the service or product. The only factors that could redefine the consumer’s decision to buy a product at this stage is the peers and unforeseen circumstances. Influence from peers greatly impacts the buyer’s decision in purchasing a product. Unforeseen circumstances in this case can be financial loss, illness or a problem that requires immediate financing. Consumers may order a service or product physically by going to a retailer or online. When purchasing an electronic gadget such as a high-definition television set, a consumer may prefer a store that provides a warranty or credit and this influence the place of purchase (Hoyer, 2008).
Post purchase Evaluation
After ordering the service or product, the buyer undergoes purchase dissonance whereby they feel that buying a similar product or service would be better. Consumers often feel this way, and this is a problem for marketers since if one does not feel good about his or her purchase, they may return the item. Worse still, buyers may not return the product but tell other people how terrible the product was. Companies prevent the consumers post-purchase remorse or dissonance by offering post purchase help in using a product. Marketers may also applaud a consumer for making a purchase by saying statements such as “what a great outfit you have bought”, “what a great TV you have bought” just to mention a few (Burrrow, 2012).
Product Disposal
There was an era when consumers and manufacturers never thought much about a product’s disposal. Consumers were concerned with buying a product while manufacturers were concerned with making sales. However, this has changed in the modern era and product disposal has become extremely important to the society and consumers. The impact of environmental pollution has resulted in the development of stringent measures in products disposal (Hoyer, 2008). Devices such as computers and cell phones have dangerous chemicals, which degrade the environment. The effects of environmental pollution recognize no geographic boundary, and as such, it is everyone’s duty to ensure that he or she disposes products as indicated in the product’s manual.
Involvement in Purchasing Decisions
The stages discussed above take place when a consumer decides to buy an iPad or a Cadbury chocolate bar. However, buyers do not pass through all the six stages discussed in the consumer decision making process. A consumer may think of many products that he or she wants but stop at that. At another time, the consumer may look and compare dozens of products and then decide to purchase none. A buyer may skip the first three stages and buy a product on the basis of impulse. Just like Nike says “you just do it” and this explains why a buyer may see a magazine with a cover of Brad Pitt or Angeline Jolie and purchases it instantly. Impulse buying refers to the purchase of a product with forethought or planning (Dahlen, 2008).
The concept of involvement in a purchasing decision stems from the subject of impulse buying. A buyer may see a bar of Cadbury chocolate and realizes that he or she is hungry. In my opinion, a Cadbury chocolate bar falls into the category of low-involvement products. A chocolate bar is a product that one needs but is not always necessarily bought on impulse. Buyers often exhibit a routine response behavior when purchasing low-involvement products such as a Cadbury chocolate bar (Dahlen, 2008). They make automatic buying decision based on information gathered in the past. For instance, when buying a bar of Cadbury chocolate, a buyer may not think of other options since their routine purchase is a Cadbury chocolate bar.
By contrast, products such as Apple’s iPhone (high-involvement products) have a risk attached to them by consumers if the product is faulty or fails to satisfy their need (Hoffman, 2009). Other examples of high-involvement products include insurance policy, a house, a car and many others. These products are not bought frequently, and buyers do not exhibit routine response behavior when purchasing these items. Buyers engage in extended problem solving when purchasing products such as Apple’s iPhone whereby they spend a consider...