Consumer Decision Making Process Essay

Professor John Maule from the University of Leeds describes new research into the way that consumers choose a product.

The Marketing process is made up of simple concepts that involve lots of research on the part of the marketer. The process begins with understanding the consumer, without knowing what consumers need or want, it would be extremely hard for firms to both develop and sell a product. Knowing that consumers want more green products due to growing environmental concerns is a very important detail. Needs and wants are what fuel consumer purchases and marketers must perform research in order to best serve their customers. Through this research, marketers are led to the next step of the process and can now develop a customer driven marketing strategy. Here, the firm must decide how it will differentiate its product from others on the market.

| * A need to have a certain product * Consumers will search until that product is found * Need products that stand out from others * Customers have problems making decision so the company will have to try to make that decision easier for them

Thoroughly understanding the online habits of any potential client base is important these days — particularly individuals in the 50 to 80 age group. Learning about their daily habits can both help you determine the best way to reach out to them regarding preneed issues and can ultimately establish your business as a leading authority in funeral planning. Becoming familiar with their online activity will also give you a chance to help them discover the many benefits that advanced funeral planning can offer them.

As a consumer, I find that the consumer decision making process is a great help in choosing for the right product which gives a consumer the greatest satisfaction. One of the latest scenarios where I applied this process into my product purchases was buying a

Marketers closely examine the behaviours of consumers to understand what motivates an individual to purchase a particular product.

The consumer arrives at attitudes toward different brands through some evaluation procedure. How consumers go about evaluating purchase alternatives depends on the individual consume and the specific buying situation. In some cases, consumers use careful calculations and logical thinking. At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely on intuition. Sometimes consumer makes buying decisions on their own; sometimes they turn to friends, consumer guides, or salespeople for buying advice.

Numerous variables are to be considered when making a large purchase. Some of those variables would include competitor advertising, competitor dealer discounts, introductions of new competitive models. Other variables that would be considered would be the age and gender of the purchaser, also traits and characteristics of the purchaser

1. Explain a person’s attitude towards visiting Disneyland in Hong Kong in terms of the tri-component model.

Consumer behavior is defined in a variety of ways such as “the dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspects of their lives.” by the American Marketing Association. (2008). In a simpler form, consumer behavior can be explained as the actions of consumers and the different approaches a person may take to decide what to buy and the decision making process. The decision making process can be effected by many factors all related to a person or persons lifestyle. Determining that behavior can be confusing and

In today’s world, society has an abundance of options to choose from; whether it is the type of soda they drink, brand of clothing, or type of car. Even within a certain product, there are so many choices; for example, purchasing a car. Customers have the option to choose what type of car, the size, color, year, and brand. When it comes to major purchases, such as car buying, most consumers try to do as much research as possible before making a decision. And just like there are many characteristics of a certain product, there is a substantial amount of available resources to help make those kinds of decisions.

In order for a company to gain a superior position in the market, the company needs to analyse their competitors’ products, prices and strategies and offer better benefits or products to the consumers.

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a Fresh Face Mask Free"

An element to consider is that the buyer is not necessarily the user of the product and may have influences from others. Some consumers are quite loyal to the same brand, making the decision quite routine. In some instances some consumers might not need to make a decision and knows exactly what they want. Other factors that can influence consumers could range from lifestyle, knowledge, attitude, personalities and even roles they play e.g. if the consumer were to buy snack food for a party they may choose a higher quality product that he would choose when selecting for themselves. Motivation also plays a major role where consumers would look at financial position, time constraints and value for money.