Consumers Union

Essay by asdqwe January 2010

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Consumer Reports information affects the consumer buying decision by having these few steps, information search and the evaluation of alternatives. What Consumer Reports do is they work for a fair, just, and a safe marketplace for the consumers and to allow them to protect themselves. Consumers lack a dependable source of information they could rely on to help them to differentiate a good product from bad ones.

The purchase decision process is the stages a consumer passes through in making choices about which products and services. There are five stages for the consumer buying decision process, the problem recognition, and information search, evaluation of alternatives, the purchase, and the post purchase evaluation. Thought in the case of Consumer’s Report customer can skip the problem recognition, the purchase, and the post purchase stages. Information search and evaluation of alternatives are the two stages on Consumer’s Report that impact the most on the consumers buying decision.

Information SearchWhat consumer report does for its consumers is that they do product testing and gives an insight of how good or how well the product functions. Consumer Union has one of the largest nonprofit educational and consumer product-testing centers in the world. Hence, a high consumer report rating would reinforce a decision to buy or consider a product the consumer might have otherwise avoided. A low consumer report rating would cause the consumer to terminate or delay the purchase. Before a product even enters one of the dozens of labs at our Yonkers headquarters, it has been subjected to considerable research. We gather data about products and services, about consumer demand in the marketplace, and about what our subscribers plan to purchase. Editorial, technical, and research staff then scrutinize that material, along with suggestions from our subscribers, to develop our testing schedule. (Consumers Union of U.S Inc, 2009)Evaluation of AlternativesConsumers’ evaluates criteria refer to different dimensions; features, quality and benefits that a consumer needs to solve a particular predicament. Product features and its advantages is what persuade the consumer to prefer that particular product. The consumer will then decide which product to buy from a set of alternatives product depending on each unique quality that the product offers and the benefit a consumer can get out of the feature.

Involvement LevelThere are two type of involvement level in a consumer buying decision-making. They are high involvement purchase and low involvement purchase. The amount of evaluation is whether the consumer feels involved in the product. Consumers then have a sharp state of awareness that motivates them to look for and think about the product information right before a purchase. A high involvement purchase involves a high expenditure. An example would be buying a house or buying a car. A low involvement purchase would then involve a low expenditure. An example would be buying a soft drink or buying breakfast cereal which have a very easy evaluation processes.

What we can say about the value of motivation Consumer Union and Consumer Reports is that they provide valid information, which then in turn informs the consumers which product has the best value to purchase.

ReferencesConsumers Union of U.S Inc, 2009, About Consumers Union. Retrieve December 21 2009, Union of U.S Inc, 2009, How we test. Retrieve December 21 2009,, 2003, They’re Searching so Why Aren’t They Buying. Retrieve December 21 2009,