Consumer Decision Making Process : Problem Recognition

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Homework Assignment 1: Consumer Decision Making Process Problem Recognition When I was first introduced to the idea of longboarding, I thought that it was just a different type of fancy skateboard. As an individual who was not very good at skateboarding, I was skeptical of even trying the product out. However, after experiencing it for myself and hearing countless amounts of positive feedback about it, I began to consider getting one of my own. As a college student, getting a longboard of my own was no easy task being that funds were (and still are) quite limited. But after weeks of borrowing longboards from friends and contemplating whether to get one or not, I finally reached the decision that I was going to get one. This decision…show more content…
When it comes to information searches, there are two categories including internal and external. Internal information searches mostly deal with the recalling of information in memory, which consists of what you have experienced and what you have conceptually gathered (Hawkins & Mothersbaugh, 2010). On the other hand, external information searches seek information that is from an outside environment (Hawkins & Mothersbaugh, 2010); this includes information that is non-marketing controlled such as information from friends/family, or marketing controlled such as information from brands or companies. In my experience, the guiding source of information that guided my information search was external information that I gathered from friends and family members who either own a longboard or had one previously. However, the other important component that came into place was what information I found on my own that. Since I was new to the idea of longboarding, I began researching the topic in general before I recognized my need for it. I continued to do research centered on longboarding all together to help gain a better understanding as well as continuing to talk to friends and family with more experience. Alternate Evaluation Based on the information that I externally gathered from my own research and friends and family, I started to narrow in on what I began
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