MAN230 Week3 Discussion
The Consumer Decision Making Process
Think about a recent purchase that you made. Did you start out with a problem or need? How did you determine what product you wanted to purchase? Did the product you purchased end up filling your needs?
To determine how to connect with a consumer audience, marketers need to understand the consumer’s behavior. It’s their goal to get inside the head of a consumer. What motivates the consumer to go out and make a purchase? Why might they choose a particular product over another? Why might a customer be satisfied with their purchase or why might they choose to return it? The consumer decision making process brings to light the need or desire for products. Many purchases are made without a second thought. Some, however, take much thought and investigation. The consumer decision making process consists of five steps:
Need recognition
Information search
Evaluations of alternatives
Purchase
Post-purchase behavior
Please review the video below to go in-depth on the 5 steps of the consumer decision-making process:
The Consumer Buying Process: How Consumers Make Product Purchase Decisions | Episode 50 (12:14)
The Consumer Buying Process: How Consumers Make Product Purchase Decisions (https://www.youtube.com/watch?v=zPFeoNkZYGc)
The Consumer Buying Process: How Consumers Make Product Purchase Decisions
Consider how this information could be helpful to a new small business. What are some best practices they could use to influence their potential consumers to do business with them?
Prompt
Many of you have purchased or plan to purchase a new vehicle. This process can be very trying and lengthy. Using the five steps in the consumer decision-making process discuss each step as related to purchasing a vehicle. It can be new or used, you choose the features, specifications and price.
For your citation, you might use articles that show the steps in the consumer decision making process. You can also find articles from experts that discuss the impact of making purchases without prior consideration. You will also cite and reference the source for the information on the vehicle type and final choice.
