The paper "Marketing Strategies for Craft Beer" is a perfect example of marketing coursework. The consumer decision-making process involves a number of processes and steps which the consumers need to take before arriving into the final decision. The steps included in recognition, information search, and evaluation of alternatives, purchase and post-purchase activities. Recognition is the part where the customer recognizes the need or the problem that makes them want to purchase the products or services. The recognition of the need happens when the customer identifies that there is a lag between the desired situation and the ideal situation.
It is however important that the customer should identify the acceptability of the products or services through the prices of the products and the ease of acquisition of the products or services. Recognition brings in stimuli to the consumer that pushes the consumer to purchase or consider purchasing the product or the service. The second step towards the consumer decision making process is information search. The step seeks to identify all possible solutions to the problem. The consumer will seek to make informed decisions with regards to the opinion that they have from both the internal and external information source.
Internal information is gathered from what the customer already knows about the product or service. The external information is obtained from other sources such as the friends, family and the media. The third process entails the evaluation of alternatives to the product or services being provided by a given organization. The customer identifies different alternatives that they can choose from to take the one that seems to be the most suitable to them.
To evaluate the alternatives of the different products and services available for the organization requires the consumers to consider the objectives and the perceived characteristics of the products and services. The objective characteristics consider the features that make the product or service to be outstanding from the others in terms of functionality or performance, while the perceived characteristics consider the reputation of the products or services and hoe the customers vie the brand of the product or service. After such options are considered, the customer then moves on to the fourth step which is the purchase decision.
After the customer identifies the product or service that best suits their needs through the evaluation of alternatives process, then the customer proceeds on to purchase the actual product or service that they have chosen. The final decision made to purchase the product will be dependent on the first three steps. The decision will depend on the information gathered for the selected product, the product or service features and capabilities and the perceived value of the product or service that the customer considers to be important to them.
The final step is the post-purchase behaviour of the consumers, the products or services and the organization that develops the brand. The post-purchase behaviour on the side of the product or service is dependent on their ability to satisfy customer needs. Advertisements and support programs on the side of the organization will also create an opinion in the mind of the consumer concerning the product or service. If the product or service brought satisfaction to the consumer, then the consumer is likely to reduce the stages for decision making and settle for the same product or service in the next time of purchase.
The post-purchase is usually supported by the theory of cognitive dissonance whereby the different conflicting thoughts inhuman behaviour is changed after the purchase of a good or a product thus reducing the discomfort that previously existed towards the product or service. Similarly, if at all the product or service bring dissatisfaction to the consumer, it is then likely that the consumer will repeat the same steps before making their final decision on which product or service to purchase but will exclude the brand that did not provide the satisfaction they expected in their final decision.