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Marketing - Essay Example

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The scope of consumer behavior for study includes the three phases that are associated with the purchase decision-making of consumers which include the pre-purchase, purchase, and post-purchase evaluation. During these phases, various decisions are made which eventually lead to…
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Download file to see previous pages In choosing a car, various decisions have been made as the customer progresses from one phase to the next. In pre-purchase for example, after the consumer has recognized a need in the form of a problem or an opportunity, the choice of where to look for information as regards the available alternatives to address the problem or opportunity is one of the decisions to be made. The choice of how much time and effort, i.e. her level of involvement in the decision, is also one of the decisions that she would make. She may look for information in the Internet, or she may decide to visit a car dealer to inquire about the product.
After the consumer gathers enough information as regards her choices for the car models, the consumer will have to decide on what attributes she gives much emphasis, which will eventually constitute her criteria for the purchase decision. After she has determined her choice of brand,.she has to deal with smaller decisions such as the model of the car she would get, and the specifications. Sometimes, the choice of financing is part of the decision process, and could influence the purchase of one brand over the other. After she has made her choice based on her set of criteria, the next decision she has to make is how to place her order, i.e. the distribution channel. She can either choose to go to a nearby dealer, or place her order in the Internet if her chosen brands website has such an option available.
The consumers last decision as regards the buying process would be an action that is prompted by her evaluation of the product. Her last decision will depend on the level of satisfaction or dissatisfaction concerning her purchase, i.e. advocacy, positive feedback, no action, positive feedback, or lawsuit for extreme cases.
C. What kinds of benefits marketing managers get from the study of consumer behavior? In other words, identify any kinds of managerial implications which will be helpful for designing marketing strategies or ...Download file to see next pagesRead More
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