The paper "Decision-Making Process of Video Game Purchase" is a perfect example of a marketing case study. Consumers are tinged with the task of making decisions whenever they are purchasing, choosing or using products and services. The decisions are not only important to the consumers alone but also to the policymakers in the marketing field as well as other stakeholders (Solomon, 2010). There is usually a large number of alternatives that they can consider calling for a decision-making process prior to making when making and after making the purchase (Solomon et al, 2009).
This decision making process is very rigorous and is usually regarded by the consumers to be a do or die thing (Solomon, 2010; Solomon et al, 2009). The alternatives also keep changing with the advancement in technology and competition (Hoyer et al, 2013). The information at the disposal of the customer is amazing and the customers usually use this to make the best decision ending up with the product that might perform. For the scope of this paper, the purchase decision of videogame is considered. The paper evaluates the decision-making process of video game purchase and looks into the external factors that influence the process. Consumer Decision Making Process The decision making the process of consumers across the board regardless of the goods or services in question falls under for major domains (Solomon, 2010).
The first domain is the economic view where the consumers are bound to evaluate all available alternatives and make a choice depending on the satisfaction level intended (Maity & Dass, 2014). The decision, in this case, is only based on utility and nothing more (Solomon, 2010).
The second domain is the passive view of the decision making process. In this domain, the consumer is more inclined in serving the interest as well as the promotional objectives of the marketer (Hoyer et al, 2013). The consumer, in this case, makes an irrational decision that is based on utility but is manipulated by the marketers (Hoyer et al, 2013). The third domain is the emotional view (Hoyer et al, 2013). This is where most of goods and services fall in when it comes to decisions by the consumer (Hoyer et al, 2013).
The consumers develop an intrinsic feeling or attachment to their decisions prior to purchase. This usually results in impulse buying (Solomon et al, 2012). There is less pre-purchase information search and so the purchase is purely based on the current feeling of the individual and the time (Solomon et al, 2012). Lastly, the cognitive domain where the consumer actually makes the decision based on the in-depth knowledge of the product or service in question (Hoyer et al, 2013). In this model of decision making the consumers make a choice of products that meet their personal goals (Solomon et al, 2009).
The last domain of decision making really makes a difference since the customers evaluate the value the product will offer them prior to purchase (Maity & Dass, 2014). However, the consumers focus more on heuristics or decision shortcuts that will give them maximum information about the alternatives so that they can arrive at a good decision (Hoyer et al, 2013; Solomon et al, 2009).
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