CONSUMER DECISION PROCESS
39 - Đỗ Hoàng Ngân - CQ61/21.04CLC
48 - Lê Thị Quỳnh Anh -
CQ61/21.05CLC
QUESTION: Analyze consumer decision process and applications
for marketers. Give an example to illustrate the process of buying
technology products
ANSWER:
I. Definition of Consumer decision process:
- The consumer decision process introduces the process and steps
that a consumer take to make purchase decision.
- There are 5 stages: need recognition, information research,
evaluation of alternatives, purchase decision, and post purchase.
II. Theoretical Basis
1. Need Recognition:
- The first stage of the buyer decision process in which the
consumer recognizes a problem or need.
- The need can be triggered by internal stimuli when one of
the person's normal needs - hunger, thirst,... - rises to a level
high enough to become a drive.
- A need can also be triggered by external stimuli.
- The marketer has to identify the stimuli that most often
trigger interest in the product and can develop marketing
programs that involve these stimuli.
2. Information Search:
- The stage of the buyer decision process in which the
consumer is aroused to search for more information.
- The consumer may simply enter heightened attention or
may go into active information search.
- Sources:
● Personal
● Commercial
● Public
● Experiential
- The marketer should identify consumers' sources of
information and the importance of each source.
3. Evaluation of alternatives:
- The stage of the buyer decision process in which the
consumer uses information to evaluate alternative brands in
the choice set.
- Marketers should study buyers to find out how they actually
evaluate brand alternatives.
● The benefits they are looking for?
● Product attributes?
● Brand image?
4. Purchase Decision:
- The stage of the buyer decision process in which the
consumer actually buys the product.
- Generally, the consumer's purchase decision will be to buy
the most preferred brand, but purchase intention can change
due to
● Attitudes of others
● Unexpected situational factors
5. Post Purchase:
- The stage of the buyer decision process in which consumers
take further action after purchase based on their satisfaction
or dissatisfaction.
- Consumer satisfaction is a function of consumer
expectations and perceived product performance.
● Performance < Expectations => Disappointment
● Performance = Expectations => Satisfaction
● Performance > Expectations => Delight
- Groups of customers
● New customers
● Repeat customers
III. Example:
Buying a Smartphone
Scenario: A consumer is in the market for a new smartphone.
1. Need Recognition:
- The consumer's current smartphone is outdated and
slow, and they want a device with a better camera and
more storage.
2. Information Search:
- The consumer searches online for the latest
smartphones, reads reviews, watches unboxing videos,
and asks friends for recommendations.
3. Evaluation of alternatives:
- The consumer narrows down their options to three
smartphones based on brand reputation, camera
quality, storage capacity, and price. They compare
these models based on detailed specs and user reviews.
4. Purchase Decision:
- The consumer chooses a smartphone that offers the
best combination of features and price. They are
influenced by a special promotion that includes a free
accessory.
5. Post Purchase:
- After using the smartphone, the consumer is satisfied
with their purchase. They leave a positive review online
and may become loyal to the brand, considering it for
⇒ By understanding each stage of this decision-making process,
future purchases.
marketers can craft strategies that guide the consumer from problem
recognition to a satisfied post-purchase experience. For example, a
smartphone company might invest to appear in information searches,
provide detailed product comparisons on their website, offer promotions
at the point of purchase, and follow up with customer service to ensure
satisfaction.