Essays on Steps in Consumer Decision-Making Process Coursework

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The paper "Steps in Consumer Decision-Making Process" is a great example of management coursework.   Consumer behaviour determines the manner in which people are persuaded towards purchasing a particular product or services. Consumer behaviour gets influenced due to different internal and external factors. Both the internal and external factors have equal relevance in the consumer decision-making process. This is an important aspect for marketers as they need to analyze the different factors which have an influence on consumer decision making it imperative that different factors are examined so that the correct marketing strategy can be developed.

This paper looks at examining the different internal factors which have an influence when people look at purchasing a Samsung refrigerator. This will help to understand the different factors which are internal to the customer and will thereby provide the marketers with an opportunity to develop strategies through which appropriate marketing strategies can be developed. This will thereby foster an environment through which corrective marketing strategies can be used for the long term growth and potential which will be aimed at maximizing customer satisfaction. The consumer decision-making process involves product recognition where the person tries to find out the product which will be required, the information search which looks at searching relevant information related to the product, evaluating the different alternatives based on which decisions are made, taking the decision to purchase the product and post-evaluation which helps to determine the level of satisfaction and mechanism through which the different needs are satisfied. Section II – Selection of product, positioning and segment The product which has been selected in Samsung refrigerator as it helps to meet the different daily needs and provides the mechanism through which the business will be in a position through which better results can be achieved. An important determinant which has a role in shaping consumer behaviour is that it ensures a high level of involvement.

Samsung refrigerator has ensured a very high level of involvement by ensuring that they look towards consulting with other people while buying the product (Bechara and Damasio, 2005). This has been possible due to the fact that people involved with Samsung refrigerator at different levels has been able to bring a change in the attitude of the people towards purchasing the product.

This makes it important for the refrigerator to look towards ensuring that that product like refrigerator look towards a high degree of involvement as the customer looks at searching the different options and based on it decides the manner in which the decision regarding the product will be involved. This is an important factor which has an influence on consumer buying behaviour as past experiences and relations have an impact on the manner in which consumer demand gets influenced and thereby looks towards determining the manner in which the demand for the product will be influenced. The motive behind the purchase is another important factor which has an influence on the consumer decision-making process.

When people look towards purchasing Samsung refrigerator the decision is influenced by factors like the needs it will satisfy and the manner in which it will influence people towards bringing a change in the behaviour of the customers (Dan, 2008). Marketers need to thereby develop strategies which will look towards understanding the motive which guides people towards purchasing the product and has a role in shaping the overall behaviour of customers.

The different motives influence customers differently and thereby results in creating an instance through which the customer is guided by different motives to purchase the product.

References

Bechara, A. and A.R. Damasio. (2005). "The somatic marker hypothesis: A neural theory of economic decision." Games and economic behaviour 52:336-372.

Brennan, T. (2007). "Consumer preference not to choose: Methodological and policy implications." Energy policy 35:1616 - 1627.

Cialdini, R. B. and N. J. Goldstein. (2004). "Social influence: Compliance and conformity." Annual Review of Psychology 55:591-621.

Dan, A. (2008). Predictably irrational: the hidden forces that shape our decisions. London: Harper Collins Publishers

Dhar, R. and K. Wertenbroch. (2000). "Consumer choice between hedonic and utilitarian goods." Journal of Marketing Research 37(February 2000):60 - 71.

Jackson, T. (2005). "Motivating sustainable consumption: a review of evidence on consumer behaviour and behavioural change." Sustainable Development Research Network.

McKenzie-Mohr, D. (2000). "Fostering sustainable behavior through community-based social marketing." American Psychologist 55(5):531-537.

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