Identify and Discuss the Nature of the Consumer Decision Making Process, Demonstrating the Role That Motivation Plays in a Consumer’s Decision Making. Outline How a Marketer Might Use This Understanding of Both the

In this stage further information is gathered by the consumer. Such information will be provided through various campaigns run through different media and channels. Consumer will get exposure to the features, advantages and benefits of the product and form a perception mostly in favor of the product.

It is how the product is introduced and represented to the potential customer which makes the product desirable.

Understanding the term of marketing relies on many aspects, due to the fact that marketing itself is an integral feature of a business, as every business has its own way of marketing. Looking into books and researching the definition of marketing has proven that there are many definitions as it is combined with elements such as meeting the needs and wants of the consumers in order for them to purchase products or services. Within the Business Dictonary it has been described as “The management process through which goods and services move from concept to the customer.” (Business Dictionary, 2014) The statement above clarifies that marketing is centered around procuring given goods and services from the producer to the buyer. The facilitation of this process can be achieved through a complex program that aims to better connect the said producer and buyer, known as a marketing campaign. Such a campaign is sometimes as important as the production quality and quantity of the product itself. For this reason producers center so much time and resources on delivering a consumer-friendly premise for their products. For the purpose of this essay the focus will be on a general consumer product that has scored impressively high sales in offering goods that do not differ from other similar on the market. The marketing in question is in regard to

It’s interesting the one thing that spurs my whole consumption process is when I have told myself that I really want something, I need something, or I have to have something. This self-awareness is what even allows the consumer to know what specifically they want to purchase. If we don’t have this identifying behavior then product selection ends up being a moot point. My purchases are filled with items that were to serve a specific need or want. I usually identified this need and began the evaluative process. This process can be easily influenced through a multitude of different situational characteristics that are both intended and unintended. There are characteristics that the store or organization will try to put out and the portion that comes from product and consumer habits. I think for me as I look at the products I buy and the places I go

"As new products are introduced into the world market, there is increasing competitive pressure to save money by developing one product for everyone. Therefore, the company that can establish its standard as

In some cases, consumers use careful calculations and logical thinking before purchase the product that they want. Customers always prefer the best, and would like to be profited every time. Customers evaluate products based on chosen criteria such as performance, durability, warranty, price, and the quality. In order for a marketing organization, they know that what benefit that the consumers are seeking for is the

The concept of marketing has evolved over time. Whilst in today’s business world “the customer is king”. In the past this was not the case, some businesses put factors other than the customer first. Product focused companies define themselves by their products. For example Kodak originally defined its self as being in the photo processing business. This definition impact the culture of the company in a way that hamstrings thinking and creates impediments for action. When the shift to digital cam Kodak resisted this because of the impact on its “products photo processing”.

A consumer, purchases various goods to satisfy their needs, and some considerations influence them to select a specific product or shop in preference to others. Therefore, consumer purchasing is complex, and there is a likelihood that physiological, psychological and sociological factors highly influence consumer purchasing. In addition, people hold beliefs and attitudes towards particular types of goods, brands of commodities and outlets based on their experiences. In case of a need, a consumer can discover new products capable of satisfying their needs; however, before selecting a commodity, the commodity must successfully compete against alternatives in the market (Jedi et al., 2013).

The process that a consumer goes through when deciding what or whether to consumer. This lies beneath the act of making a purchase, and may be attributed to the psychological core of the person. The process includes seven steps which consumers go through before making a purchase. Step one may be described as 'problem recognition '. As the main starting factor of the decision making process, it requires in depth analysis and research. Problem recognition conjures the idea that problems only exist when we recognize them. Hoyer and MacInnis describe the problem recognition stage as 'the perceived difference between an ideal and an actual state. ' (Hoyer & MacInnis, 2008). The ideal state in this context refers to the way the consumer wishes things were. An example of this may be the wish for a nice house or car. In comparison to this, the actual state refers to how life really is, or how the consumer views it. Examples would then be 'this house is too old ' or 'my car is not fast enough '. It is the recognition of the actual state and ideal state that leads a consumer to the stage of problem recognition. It is within the problem recognition stage that the psychological problem solving variants are considered. These include Extended, Routine and Limited problem solving, and the level of commitment contributing to each may or may not lead to purchase. In addition, psychological and

Most of the business industry depends on rational decision-making. These involve making charts, graphs, strategies, performance assessments and much more. Figure 1. An integrative model of industrial buyer behavior is presented in the article, A Model of Industrial Buyer Behavior, shows two different models. First, conditions need to apply to make a distinction between the company’s products among the competitors. Secondly, to perform an experiment without ignoring the decision-making variables. The article specifies five different processes that can help an individual select a product: the background of the individual, information sources, active search, perceptual distortion, satisfaction with past purchases (Sheth,

Marketers constantly work toward changing or modifying components of consumers’ attitudes about their products to gain a favorable attitude and purchase decision (Boone & Kurstz, 2012). Since we lived in a consumer-oriented society, the marketing’s world has been implemented strategies with colours that play a meaningful role on consumer’s behavior. These strategies have helped to captive and seduce the public consumer with products and brands. Hawkins, Mothersbaugh, and Mookerjee agree in their book, “Consumer Behavior: Building Marketing Strategies,” published in 2010 by The McGraw-Hill Companies in New York, that all marketing decisions are based on assumptions and knowledge of consumer behavior.

Decision making can be defined as a mental process of making choices among possible alternatives to make a practical decision (Reason, 1990; Wang, 2000). From selecting what items to buy in a supermarket to deciding which television channel to watch, we often have to make decisions in different conditions, particularly when we are facing uncertainties and trade-offs. Admittedly, decision-making skills have become increasing important when it comes to the highly competitive and ever changing business world. In view of that, a variety of models have been developed by the scholars from all around the world in an attempt to conceptualise the decision making process and maximise its potential output. In this paper, we will look at the role of

The first stage in the consumer decision making process is the problem recognition need. Per Bruner (1993) this process arises in the situation where “an individual realizes the difference between the actual state of affairs and desired state of affairs” ( as cited in Dudovskiy, 2013). Neal and Quester (2006) further state that the stage of problem recognition “depend on different situations and circumstances such as personal or professional and this recognition results in creation of a purchasing idea”. For instance, consumer may recognize the need to buy a laptop for its convenience and portability (as cited

Buying process starts with the buyer aware of the needs. Buyers feel there is a difference between the actual state and the desired state. Demand can be derived from stimuli inside and outside of the subject. In the case of the agent inside, one of the needs of ordinary people, such as hunger, thirst, sexual increased to a certain degree and become an urge. Due to previous experience, we understand how to deal with this impulse and its engine will be directed to the media can satisfy the urge. Or a need may arise from a stimulus from the outside, such as from the media, advertising, friends, social, people passing by other large programs noodle soup and smell aromatic flavor delicious pho rises stimulated by making them feel hungry. A woman saw a beautiful dress her neighbors watch a program or advertise a new perfume, ... All these stimuli that may suggest a problem or needs. Marketers at this stage to identify the circumstances often make consumers quickly understand the problem. They should study the context of its intended consumers to find out what made sense forms arising problems or needs, explains see what created them, and how they impact the consumer make the choice to go to buy a certain product.

Marketing was born out of the need to have a channel between customers and business firms. The business firms felt the need for informing their customers about products and their uniqueness in comparison (Mauser, 1983). Later on it was pointed out that marketing tools could be extended to cover other areas besides business firm (Kotler and Levy 1969). Peter Drucker (1973) says, “The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available.”