Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Outline the customer decision-making process and the influences on customer behavior - Essay Example

Comments (0) Cite this document
Each time a consumer makes a decision to purchase a particular good or service; he/she passes through the process of customer decision making process. This decision making process does not only benefits consumers, it even benefits the marketers. Marketers can gain success in…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.1% of users find it useful
Outline the customer decision-making process and the influences on customer behavior
Read TextPreview

Extract of sample "Outline the customer decision-making process and the influences on customer behavior"

Consumer decision Making Process Consumer decision Making Process Introduction Each time a consumer makes a decision to purchase a particular good or service; he/she passes through the process of customer decision making process. This decision making process does not only benefits consumers, it even benefits the marketers. Marketers can gain success in achieving their aims and objectives if they align their marketing technique with the consumer decision making process.
The procedure of consumer decision making starts as soon as the consumer realizes that there is a gap or a need that needs to be satisfied. Marketers need to realize this need and develop a product that satisfies the need of the consumer (Lamb, 1999, p.140). For example: the customer realizes that he/she is on a very unhealthy diet and the cafes they eat in offer very unhealthy food. The marketers need to realize that consumers need a café where they can obtain affordable food and the food should be healthy.
Once the need has been identified by the consumer, next the consumer starts looking for alternatives to satisfy that particular need (Longenecker, 2012, p.57). After identifying alternatives, the customer is involved in the practice of evaluating these alternatives in order to select the best option that satisfies his/her needs (Hoyer, 2001, p.193). While looking for options the customer first looks for options he already knows about and is available in the market. The customer is mostly aware of only those brands and options that have advertised their goods and services in an aggressive manner. For example: While locating a café where an individual can eat healthy food at reasonable prices, the customer may look at various options available to him/her.
Once the customer has evaluated all its options, they will make the purchase decision (Longenecker, 2012, p.425). The purchase decision is dependant on various factors including how well the brand have been advertised, customer will always go for those brands that have been advertised well enough (Berkowitz, 1996, p.125). The purchase decision is even dependant on the accessibility of the option. For example: if the customer wishes to eat healthy at a café, then he/she would select a café that offers healthy food. The third element on which this decision is dependant on is whether the customer has made a planned decision or has made a decision spontaneously. For example: while locating cafes that offer healthy food, customer will look at the sales representatives of the café and the over all environment of the café. These decisions can be taken into account by marketers while deciding upon the ambience and the theme of the café. For example: if the customer prefers a café which has a soothing environment and relaxed seating arrangements, marketers can design their café accordingly.
Once the customer has purchased the product and used it, he/she tries to identify whether the product or service has stood up to his/her standard of expectations (Longenecker, 2012, p.665). For example: whether the food offered at the healthy food café was as healthy as the customer has expected. The result f the purchase decision makes the customer realize whether he/she would opt for the option again or not.
If marketers properly plan their marketing strategy in accordance to the customer purchase decision making procedure, they can easily turn their marketing activities into a success.
Berkowitz, E. N. (1996). Essentials of health care marketing. Gaithersburg, Md: Aspen Publishers.
Hoyer, W. D., & MacInnis, D. J. (2001). Consumer behavior. Boston: Houghton Mifflin.
Lamb, C. W., Hair, J. F., McDaniel, C. D., Lamb, C. W., & Wardlow, D. L. (1999). Essentials of marketing. Cincinnati, Ohio: South-Western College Pub.
Longenecker, J. G. (2012). Small business management: Launching and growing entrepreneurial ventures. Mason, OH: South-Western Cengage Learning. Read More
Cite this document
  • APA
  • MLA
(“Outline the customer decision-making process and the influences on Essay”, n.d.)
Outline the customer decision-making process and the influences on Essay. Retrieved from
(Outline the Customer Decision-Making Process and the Influences on Essay)
Outline the Customer Decision-Making Process and the Influences on Essay.
“Outline the Customer Decision-Making Process and the Influences on Essay”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Outline the customer decision-making process and the influences on customer behavior

Strategic Management

...The performance of a firm would depend on a number of factors. First, product viability depends on its cost in comparison to similar products and the capacity of the product to meet the demands in the market. Strategic placement of product would dictate product innovation; which includes designing, composition, and conditions, which influences its processing. The uniqueness of the product does not only influence imitation of the product, but also the identity in the market. Firms whose products are not viable innovate or shift in order to remain economically viable. How resources meet consumer demands The consumer’s behavior defines whether the product is valuable. This...
3 Pages(750 words)Outline

Strategic perspectives of Book publishing houses in Germany in light of the current sector structure and prospective trends

...products can be witnessed clearly from the image below (Frankfurter Buchmesse, 2010). Figure 2: The Preferences of Customers According To the Leisure Time Activities. Source: (Frankfurter Buchmesse, 2010). 2.1.4 Bargaining Power of Suppliers Notably the figure went up to 1,833 publishing companies according to the Borsenverein des Deutschen Buchhandel – German Publishers & Booksellers Association by the mid of 2010. This indicates a steep rise in the total number of participants which in turn affects the bargaining power of the suppliers (Frankfurter Buchmesse, 2010). The structure in this case strongly influences the efficacy of the industry. Inclusively, the suppliers of the book publishing industry...
10 Pages(2500 words)Outline

Marketing Is Easy to Define

... aspects that affect retention among customers can be influenced by other benefits like ones volition to recommend an item or a service and the tolerance of the item or services price (Robert & Daunt, 2006). In order to be able to retain customers, the management of a certain business must take into account the pros and cons of consumer loyalty (Mittal and Wagner, 2001). A persons loyalty or commitment to a person, an item, a service or an organization can produce a pyramid effect among others, which implies a level of hierarchy in terms of loyalty among both parties. Variations in the degree of loyalty would be present in the manifestation of certain behavior. The most essential aspects of the process of consumer retention... retention...
12 Pages(3000 words)Outline

IT case study will improve the Melmac café performance. Secondly, application of the customer demand metrics will also ensure the attainment of business outcomes because it highlights a clear definition of the total customers together with their need in order to reduce wastage within the business premises (Blokdjk, Engle & Brewster, 2008, pp.215). The Service Strategy stage has four objectives. List these objectives and state how these relate to Café Melmac. Service strategy is a framework that delivers different strategic planning services for the online services, support, field services and operations in the professional services. The process has various advantages to business premises performing...
8 Pages(2000 words)Outline


.... iii) Teams should be formed by supervisors and managers to ensure that employees speak out their problems. Managers and employees should have dialogues regularly to maintain a bond between the employees and managers. b. Support for Innovation; i) Innovations from employees need to be supported because it is through their creative ideas and innovations that the business grows to become successful (Thomson and Charles, 2010, 232). c. High Integrity Workplace; i) Honesty and ethical behavior should be among business policies. Trust is an important factor towards the development and success of Santander UK. ii) High levels of integrity in the business mean that economic implications are catered;...
1 Pages(250 words)Outline

Knowledge of Organizational Communication Concepts and Skills

...Full Sentence Outlines Active Listening I. Active listening is a very important part of communication structure and in order to build an effective business communication structure there is need to improve listening skill. A. Active listening plays a significant role in effective working associations and communications among employees and between staff and administration. 1. This skill is also important in communicating with business customers and other organizations. 2. In addition, listening has the power to make or break someone’s success in management, or customer relationships. B. There are many important tips that can be used to improve listening skills. 1. The first tip is to pay the speakers...
3 Pages(750 words)Outline

Experince and learning

.... Maintaing high level of customer satisfaction is at the center of Standard Packprints’ business values. As such, the company’s top management is adamant in promoting respect and teamwork among all employees through inter- and intra-functional coordination and dynamic communication. Such initiative is supported by numerous forms of managerial support like provision of safe working environment for the employees, maintenance of machineries and equipment to optimize its production capacity, and improvement of operational systems and processes. As regards the company’s organizational structure, Standard Packprints currently has 27 staff in the production department and 3 staff in the administrative...
4 Pages(1000 words)Outline

Critically evaluate the strengths and weaknesses of labour process theory for our understanding of the impact of information and communication technologies in the workplace

...The strengths and weaknesses of labour process theory The labor process theory anchors its mode of operation on Marxist theory of capitalism, which fosters the realization of maximum profits with the fate of the employees notwithstanding. It is noteworthy that LPT is enhanced by the unending advancement of ICT. It is imperative that the LPT leads to deskilling of the workforce. This happens following the introduction sophisticated machines, which replaces the work done by skilled workers and are operated by the unskilled workforce. This poses a weakness in that it leads to lose of jobs by various skilled workers (Susen 2012). In this regard, the workers will lack an opportunity to develop and build on...
1 Pages(250 words)Outline


...Morrison expects to rely on its economies of scale in the process of subduing the suppliers. Bargaining power of buyers Buyers make up the customers of Wm Morrison supermarket. Because many alternatives exist, the bargaining power of these customers is always very high. When the buyers feel that their needs are not being effectively addressed. They often change their choices and preferences for where they are going for shopping. Because of the hyped information and awareness about market dynamics, most of the company’s customers are fully aware of the real market prices for goods and services offered. Threat of substitutes In this case, substitute products can be seen...
2 Pages(500 words)Outline

Influences of Technology on Children Development

...Impact of Technology Outline Introduction Many children are immersed in technology despite its positive and negative effect on children development. Presently, children are immersed in technology. Many children today, envisioning a life without technological gadgets is like living in the senior generation, and it is difficult for kids to imagine living in the aged generation. This is because technology has eased all aspects of life. However, in spite of increased use of technology among children, technology has both positive and negative influences which if not observed well, can lead to immorality all over the modern children. It is therefore because of this reason that this study is aimed at discussing...
5 Pages(1250 words)Outline
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Outline the customer decision-making process and the influences on customer behavior for FREE!

Contact Us