Consumer Decision Process

Consumer Decision Process

The consumer's decision process consists of six basic stages: stimulus, problem awareness, information search, evaluation of alternatives, purchase, and post purchase behavior. A stimulus is a cue (social, commercial, or noncommercial) or a drive (physical meant to motivate or arouse a person to act).

Stimulus

A stimulus is a cue (social, commercial, or noncommercial) or a drive (physical meant to motivate or arouse a person to act). When one talks with friends, fellow employees, family members, and others, social cues are received. The distinguishing attribute of a social cue is that it comes from an interpersonal source not affiliate with the seller.

A second type of stimulus is a commercial cue, which is a message sponsored b a manufacturer, wholesaler, retailer, or other seller. The objective is to interest consumer in a particular product or store.

A third type of stimulus is a noncommercial cue, which is a message received from an impartial source such as Consumer Reports or the government. This cue has higher credibility because it is not affiliated with the seller.

A fourth type of stimulus is a physical drive. This occurs when a person's physical senses are affected. Thirst, cold. heat, pain, hunger, and fear cause physical drives.

Problem Awareness

At the problem awareness stage, the consumer recognizes that the good or service under consideration may solve a problem of shortage or unfulfilled desire. Recognition of shortage occurs when a consumer becomes alerted to the fact that a product needs to be repurchased. A product such as a suit may wear out. The consumer may run out of an item such as razor blades. Service may be necessary for a product such as an automobile. It may be time for a periodic service such as an eye examination. In each of these examples, the consumer recognizes a need to replenish a good or service.

Recognition of unfulfilled desire occurs when a consumer becomes aware of product not purchased before. The item may improve self-image, status, appearance or knowledge in a manner that has not been tried before (luxury auto, cosmetic surgery, encyclopedia), or it may offer new performance characteristics not previously available (videotape camera, tobacco-free cigarettes). In either case the consumer is aroused by a desire to try something new.

Information Search

After the consumer decides a shortage or unfulfilled desire is worth consideration information is gathered. Information search requires listing alternative products that will solve the problem at hand and determining the characteristics of each.

Evaluation of Alternatives

At this point, there is enough information to select one alternative from the list of choices. Sometimes this is easy, when one alternative is clearly superior to the others across all characteristics. A product with excellent quality and a low price will be an automatic choice over an average quality, expensive one. Often the choice is not that simple, and the consumer must carefully evaluate alternatives before making a decision. If two or more alternatives are attractive, the consumer needs to determine what criteria (attributes) to evaluate and their relative importance. Then the alternatives are ranked and a choice made.

Purchase

Following selection of the best alternative, the consumer is ready for the purchase act: an exchange of money or a promise to pay for a product. Three important considerations

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