Consumer Decision Making Process

The consumer purchase decision process is generally viewed as consisting of sequential steps or stages through which the buyer passes in purchasing a product or service. The various steps in this process, as well as the relevant internal psychological processes, those occur at each stage such as motivation, perception, attitude formation, integration and learning.

1. Problem recognition—is the first step in the consumer decision-making process. This is caused by a difference between the consumer’s ideal state and actual state. There are various causes of sources of problem recognition.

These include:

a. Out of stock b. Dissatisfaction c. New needs / wants d. Related products/ purchases e. Marketer induced problem recognition f. New products

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2. Information Search—being the second step in the consumer decision making process, involves a scan of information stored in memory to recall past experiences or knowledge regarding purchase alternatives. External search involves go to outside sources to acquire information such as personal sources, marketer controlled sources, public sources, or through personal experiences such as examining or handling a product.

4. Purchase Decision—as an outcome of the alternative evaluation stage the consumer may develop a purchase intention or predisposition to buy a certain brand. Once this intention has been made and an intention formed, then the consumer implements it and makes the actual purchase. Many purchase decisions are made on the basis of brand loyalty which is a preference for a particular brand that results in its repeated purchase. Many purchase decisions for non-durable, low involvement items take place in the store and decision and purchase occur almost simultaneously. For these types of decisions top-of-mind awareness of a brand is important as is the influence of packing, shelf displays, point-of-purchase materials, and various sales promotion tools.

5. Post-purchase Evaluation—the consumer decision process does not end once the product or service has been purchased. After using a product or service the consumer compares the level of performance with expectations. Satisfaction occurs when the consumer’s expectations are either met or exceeded, while dissatisfaction results when performance is below expectations. Another possible outcome of purchase is cognitive dissonance which refers to a feeling of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase choice. Consumers often look to advertising for supportive information regarding the choice they have made.

6. Variations in Consumer Decision Making—consumers do not always engage in all five steps of the purchase decision process nor proceed in the sequence presented.

There are three major variations of the consumer decision making process.

•Routine response behavior—many purchase decisions for low-priced, frequently engaged in brief internal search and making the purchase. Marketers of products characterized by routine response behavior must get and/or maintain their brands in the consumers’ evoked set and encourage brand loyalty. Those not in the evoked set must encourage trial and brand switching.