For every purchase, a consumer goes through a set of actions that leads them to a specific product or service. These actions can sometimes be simple. When someone runs out of toothpaste, the same brand is typically purchased over-and-over again. Most toothpaste brands are similar in their product benefits and cost. Toothpaste is a simple purchasing decision for a consumer.
More expensive purchases require a much more complex buying process. Cars, computers, houses, and smartphones are a few examples of products that require research of product features and a comparison of different brands. This process is called the Consumer Decision-Making Process.
This process outlines the steps consumers use when they need to make high-priced or long-lasting items that are not purchased frequently. The stages in the process are as follows:
- Need recognition
- Information search and processing
- Identification and evaluation of alternatives
- Purchase decision
- Post-purchase behavior
Imagine that you have a 10-year-old laptop computer that recently stopped working. You need to purchase a new laptop, but you have time to compare brands and models to find a product that matches your needs.
Discuss the consumer decision-making process you will go through to purchase your laptop. You should also consider the steps that marketers are taking in each of the buying-process stages and if there are any cultural values to consider in each of the stages.
Answer the following questions:
- What are the stages of the decision-making process?
- What is the consumer perspective for each stage of the buying process for a new laptop computer? Example: For needs recognition, discuss your need for a new computer to complete assignments and any requirements you may have for a new product.
- How can marketers influence a buying decision in each stage of the process?
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