The Consumer Decision Making Process

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Well, they say that the customer is the king! All the efforts in the modern day marketing are directed towards one area – and that is customer satisfaction. Marketers today use a lot of strategies to make the consumer purchase their brand over various other competitors. But what is it exactly that happens inside the head of the ‘king’ that the marketers are always so interested in? What process does a consumer follow towards making a purchase that reduces the level of his cognitive dissonance? Let’s have a look. Need Recognition This is the first stage of the consumer decision making process (Solomon et al 2010), when a consumer recognises that there is a difference between his current state and his ideal/desired state. Information Search Information search involves the ‘identification of alternative ways’ to solve a problem (Jobber 2010). The major aim of information search is to give the consumer the knowledge that can solve the problem. Evaluation of Alternatives Consumers tend to be open to several alternatives in the process of decision making. These alternatives will be filtered to produce an ‘evoked set’ (Jobber 2010). This evoked set includes several brands which a consumer is considering to purchase. The Actual Purchase The purchase stage is when the customer actually makes up his mind and purchases the product after information has been searched and several alternatives evaluated (Solomon et al 2010). A simple example of this process can be illustrated in the
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