Chapter 6: Consumer Decision Making

According to MKTG textbook, consumer behavior is a process a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decision and product use. In another word, It relates to the way a consumer behaves in given circumstances, so do they respond to adverts, direct marketing, promotions, etc and  how do they behave in store, do they want to browse, do they need assistance etc. By understanding these it helps marketers provide a better service to their customers.

THE CONSUMER DECISION-MAKING PROCESS

The consumer purchase decision process is generally viewed as consisting of sequential steps or stages through which the buyer passes in purchasing a product or service. 

A.Problem recognition—The first step in the consumer decision-making process is that of problem recognition, which is caused by a difference between the consumer’s ideal state and actual state. There are various causes of sources of problem recognition. These include: 

1. Out of stock

2. Dissatisfaction

3. New needs/wants

4. Related products/purchases

5. Marketer induced problem recognition

6. New products

B.Information Search—the second step in the consumer decision making process is information search. Internal search involves a scan of information stored in memory to recall past experiences or knowledge regarding purchase alternatives.

C.Alternative Evaluation—At this stage the consumer compares the various brands and services he or she has identified as being capable of solving the consumption problem and satisfying the needs or motives that initiated the decision process. 

D.Purchase Decision—as an outcome of the alternative evaluation stage the consumer may develop a purchase intention or predisposition to buy a certain brand. Once a purchase intention has been made and an intention formed, the consumer must still implement it and make the actual purchase. Many purchase decisions are made on the basis of brand loyalty which is a preference for a particular brand that results in its repeated purchase. 

E.Post-purchase Evaluation—the consumer decision process does not end once the product or service has been purchased. After using a product or service the consumer compares the level of performance with expectations. Satisfaction occurs when the consumer’s expectations are either met or exceeded, while dissatisfaction results when performance is below expectations. 

These actions are determined by psychological and economical factors, and are influenced by environmental factors such as cultural, group, and social values. 

For example, what makes shoppers pick forever 21 is first the new need or want of specific trend. Then they start recalling some stores they have shoped and with their budget they narrow down the the clothings store they would like to shop which meets their wants and needs. finally forever 21's latest trendy clothes and asscories with reasonble prices makes the shooper purchase an item. And after using that item if that consumer thinks its worth it and satisfy their needs and wants, they will more likely to make more purchases in the future and also recomend others arounds them.

                 Uploaded by juicystar07 on youtube

Also for noways videos like this (which is an opinion of other consumer that already made a purchase from that store)  below helps consumer make their buying decisions.