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Consumer Decision Making Process

In: Business and Management

Submitted By alionabala
Words 751
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Understanding consumer behaviour is fundamental to marketing. For this reason, a lot of research is underway to develop a wider understanding of the customer decision-making process in an increasingly complex market context {{57 Lye, Ashley 2005;}}.
2.1 VW Golf
Buy a car is an extended problem-solving decision because it is a high-involvement purchase and requires a substantial amount of effort, extensive research and a meaningful evaluation of alternatives {{59 Solomon, Michael 2006;}}.
According to Kotler (2009), the consumer decision-making process involves five steps that consumers move through when purchasing a good or a service.
Firstly, when a problem recognition advances, the consumer becomes aware of his desires since he compares his actual condition with the ideal one, this process is the core aspect in motivating to purchase {{59 Solomon, Michael 2006;}}.
Moreover, consumer behaviour is influenced by both internal and external stimuli like social, cultural, personal and psychological included gender, income, urban location, education, children or other characteristics. The potential buyer might have realised that the vehicle he owns is not meeting his needs anymore because it is old; it does not reflect his new lifestyle, or there is a recent and better model on the market {{58 Prieto, Marc 2013;}}. So his particular unfulfilled need is a compact family car, fuel-efficient, safe, comfortable, spacious and with a price range between £17.000-£23.000 {{60 Car 2015;}}.
After the need has been developed, the consumer starts to search information about different alternatives available in an attempt to reduce the perceived risk of the purchase {{59 Solomon, Michael 2006;}}. This process will be both internal: from memory and past experiences with the brand, and external: family, friends, car magazines, company websites, reviews of the cars on the…...

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