The paper "The Decision-Making Process Consumers Go Through When They Buy Products and Services" is a perfect example of coursework on marketing. The subject of decision making has been around for over 300 years and has been a subject of interest to many researchers to date. It is a subject that was invented by early economists such as John Neumann, Oskar Morgenstern and Nicholas Bernoulli who began their interest in the subject with the observation of the decision-making practices that consumers employ. This has been referred to as the Utility theory and it puts forward the ideas that consumers make their decisions on the basis of a predictable result.
(Richarme, 2005). However, according to Loudon and Della, this was an economic approach whose main and sole focus is buying or purchase (Loudon & Della, 1993) The Utility model which is one of the most viable is based on the idea that consumers should make their own choices based on their own preconceived ideas of anticipated results of those decisions. In this view, consumers are seen as decision-makers who are rational and accountable for their own decisions and who are mainly interested in their own personal interests According to Schiffmann and Kanuk (Schiffman & Kanul, 2009).
Modern research, however, gives consideration to many aspects that influence the decisions of the consumers as opposed to the Utility theory that only dwells on rationality. Modern research also recognizes a great deal of many procedures that involve consumption whose scope is way beyond purchasing but which in turn also affects the purchasing process and the consumer's decision-making process. These procedures include the acknowledgment of a need, seeking out for information pertaining to the decision, weighing and comparing available options, creating a desire to acquire, the actual purchasing, utilization, and disposal.
This is a more inclusive outlook of the subject of consumer behavior which has grown progressively from several distinguishable levels in the period that spans the last one century due to available new ways of doing research and exemplary advances that have been agreeing upon in the recent past (Bray, 2008). However, it was not until the 1950’ s that the concept of consumer behavior began to come alive in response to the birth of current marketing and started to adopt a more complete view of the procedures that influence the practice of decision making (Blackwell, Engel, & Miniard, 2006).
For instance, although Coca-Cola may promote its “ opens happiness, ” concept, it also demonstrates its family-size bottles are available and on sale at a neighboring vendor which may influence a consumer in that neighborhood to make a decision. Research shows that, although conceptual imagery of products is most effective at influencing consumers’ broad goals and attitudes toward a brand and tangible product communications are more probable to unswervingly pressure consumer choice behavior.