The following essay is focused on the issue of the consumer decision making. It is stated in the text that consumer decision-making is a complex process and it may be rational or irrational depending on the situation, context and individual view of the purchase. …
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In its simplest form, consumer decision-making process can be presented by Engel-Kollat-Blackwell model (Jack 2005, p. 129). This model suggests that consumer buy products/services satisfy their needs and wants. These needs and wants are actually the problems and once recognized consumer feels motivated to satisfy them. According to the model, these needs and wants can be stimulated by internal (actual need e.g. thirst, hunger etc) as well as external factors (advertisements, reinforcement by others). To satisfy them the consumer search for information and during the search process, various alternatives are evaluated. Finally, the consumer selects any one of the alternatives which he/she finds the most suitable for purchase. Then the model also talks about post purchase behavior which includes responses such as satisfaction, repurchase willingness etc. Now this post-purchase behavior will decide whether the decision made is rational or irrational depending upon the achievement of underlying goals.
This whole consumer decision-making process is not as simple as it seems to be. According to Kotler’s Marketing Essentials as cited in Lee (2007, p. 31) there are many factors influencing buyer behavior. These factors not only stimulate the need but play their role in every stage of consumer decision-making process. Whether it is the search for information, alternatives evaluation or actual purchase, these internal and external factors are active throughout the process.
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However, for this process to take place, it is of paramount significance to comprehend that there is a need in the first place which must be satisfied at a later stage. It is possible that if there is no need for a particular product or service, then there is no use moving on forward with the consumer decision process as there is only little that one achieve in entirety.
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The author explains that the decision-making process purchasing process progresses in five stages: recognizing needs, searching for information, evaluating alternatives, purchasing decision and post-purchasing behavior. Need Recognition is the start of the buying process, where the customers realize their need or problem.
7 Pages(1750 words)Essay
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