AbstractThis paper will summarize the elements of the consumer decision-making process, to bring together how the marketers can use the process to drive buyer's actions and describe the impact on consumer satisfaction on marketing.
Consumer Decision-Making ProcessThe consumer decision making process will be summarized in this paper. The process will show the elements that make up the decision making process for the consumer. The paper will also discuss how marketers can use the process to drive buyer's actions and describe the impact of consumer satisfaction on marketing.
Consumer Decision-Making Process"Consumer decision making is the integration process by which knowledge is combined to evaluate two or more alternative behaviors and select on," (Peter & Olsen, 2005, p.165). With the act of the consumer making a purchase lays a decision process that must be investigated. The consumer's purchasing decision process is the stages that the buyer passes through those choices about what product or service to buy.
The five stages of consumer behavior from the Generic Model of Problem Solving are:1."Problem recognition- perceiving a need.
2.Search for alternative solution- seeking value.
3.Evaluation of alternatives- assessing value.
4.Purchase- buying value.
5.Post purchase use and reevaluation of chosen alternatives- value in consumption or use." (Peter, et al., 2005, p.169)Problem recognition is the "result of a discrepancy between desired state and an actual state that is sufficient to arouse and activate the decision process," (Hawkins, Best, & Coney, 2004, p.504). This can be seen simply by noticing an empty egg cartoon or can be activated by marketing efforts. The second stage is searching for alternative solutions going to "alternatives are evaluated and the most desirable action is chosen," (Peter, et al., 2005, p. 168).
The third stage is the evaluation of alternative is the where the search will clarify...