Consumer Decision Making Process

Running Head Consumer Decision Making Process

CONSUMER DECISION-MAKING PROCESS 7 Consumer Decision-Making Process Name Institution The Consumer Decision-Making Process Consumer decision making is an intricate process that comprises of different stages that include problem recognition, information search, and evaluation of alternatives. Different types of customers have their individual needs/requirements in their lives that make them to come up with varying decisions. At times, the decisions made by consumers can be complex depending on the views of a consumer concerning a particular product. In this regard, comprehending the critical issues underlying the consumer decision making process and making effective use of the current theories in practice is a common viewpoint by both the consumers and businesses (Connell, 2008).

There is a collective consensus among academics and researchers that the theory of consumer purchasing comprises of many varying stages. Based on different factors, researchers have formulated models and the theories that help to increase the general understanding on the consumer decision making process. Although these theories and models might show some variations at certain points, they lead to a similar understanding on the purchasing theory of consumers. Many models on consumer decision making process comprise of five main stages namely problem/need recognition, information search, alternatives comparison, purchase, and post-purchase assessment (Kim, 2007). Apart from relying on the consumer purchasing models, marketing managers and businesses use the AIDA (Attention, Interest, Desire, and Action) model to acquire a solid understanding of the consumer decision making process.

By applying the AIDA Model, individual businesses and marketing managers find it easier developing appropriate communication strategies and enhance their ability to communicate with consumers in a manner that responds to their desires and needs better (Barker & Angelopulo, 2005). This analysis provides a comprehensive analysis of all the stages of the consumer decision making process and establishes the significance of enhanced sales communication in each stage. The analysis includes a brief discussion on how sales persons can use the AIDA model to assist consumers in making decisions. Need/Problem Recognition Need/problem recognition is the first stage of the consumer decision making process. As stated by Kim (2007), problem recognition arises when a person comprehends the disparity between the desirable state of affairs and the real state of affair.

The recognition of a need or problem depends on a wide range of situations such as the characteristics or behavior of an individual that eventually results of an idea or decision to purchase a given product or service. As an example, a potential customer may comprehend the need to purchase a laptop when he or she expects to use it in different places. In such a scenario, it would be better to purchase it other than buying a desktop computer. As a salesperson, I can apply the AIDA model at this stage to help consumers make an effective purchasing decision. Presenting a product to a consumer acts as a way of attracting his or her attention onto the product.

There is also a high possibility that the consumer will develop the interest and desire to buy the product, and eventually make an actual purchase. Effective communication is very important in this stage because it enables consumers to acquire a solid understanding of the product that they wish to buy and eventually make an appropriate purchase decision. Information Search During the second stage (information search), consumers tend to look for more information concerning the specific product that they want to purchase. According to Kim (2007), the process of searching product information may involve more than one person, and this depends on an individual’s level of knowledge regarding the product, past experience with the product, or the feedback obtained from other people.

By applying the AIDA model in this stage, a salesperson can help a consumer to compare alternatives based on individual memories and experiences with the product. Barker & Angelopulo (2005) assert that comparing alternatives gives a consumer a chance of evaluating the specific product that interest him or her, and eventually make a decision to buy that product. Maintaining effective communication during this stage is also very important because it prevents consumers from making inappropriate purchase decisions. Evaluation of Alternatives Evaluating alternatives is the third stage of the consumer decision making process that gives the consumer an opportunity to compare and evaluate the available information to make a good decision.

Specifically, a consumer performs an analysis of all information obtained from different sources and makes comparison based on the needs or wants (Kim, 2007). This is an indication that evaluation of alternatives is amongst the most critical stages of the consumer decision making process. As a salesperson, I can apply the AIDA model to help the consumer make the most appropriate purchase decision by evaluating the available alternatives together and suggesting the most desirable alternative. Just like in other stages, it is necessary to promote effective communication in this stage in an effort to ensure that all information is evaluated before making a final decision. Purchase Decision The fourth stage (purchase decision) is also a critical stage because this is the stage at which consumers make the final decision to purchase a given product.

A consumer makes the decision after completing evaluating the available alternatives. Considering the fact that purchase decisions can be affected by many factors, a salesperson can help a consumer to make an appropriate purchase decision by explaining the value of purchasing the most desirable product (Kim, 2007). In an instance where a customer makes a final decision, but finds out that the desired product is out of stock, a salesperson should be willing to suggest other outlets where the consumer can buy the product. This explains the need of having effective communication between a seller and a consumer. With ineffective communication, it is likely that a consumer may end up buying the wrong product if the preferred product is not available.

Post-Purchase Evaluation As stated by Kim (2007), the final stage (post-purchase evaluation) occurs after the transaction process. Although many businesses or salesperson person tend to ignore this stage, it is critical because it affects future purchase decisions. According to Barker & Angelopulo (2005), the AIDA model can also be applied in this stage, and require a salesperson to illustrate the benefits that a consumer enjoys after purchasing a product. Comprehending the benefits would make the consumer develop interest and at the same time acts a way of encouraging the consumer to buy a similar product in future. If consumer needs or wants are communicated and handled in an effective manner, they will tend to make frequent purchases.

Personal Communication Style As explained by Bovee & Thill (2013), the way in which an individual communicates has a huge impact on how or she gets on with other people. An enhanced communication style prevents possible conflicts and encourages healthy relationships. I strongly believe that my communication style is assertive because I find it easier expressing my views, suggestions, and feelings without forcing other people to do things my way, and without feeling guilty of the comments that I make. I also believe that I fall on the high sociability continuum because I find it extremely easier expressing my feelings freely. In terms of dominance, I believe that my level of dominance is low because I understand the value of helping other people and assisting them to overcome problems where possible.

My assertive style of communication would benefit my selling relationship because potential consumers prefer to interact and complete transactions with people who listen to their needs in an appropriate way. Contrarily, an aggressive communication style would hinder selling relationship because many customers would not want to interact with a hostile salesperson. In my view, the best way to overcome communication bias is by learning how to listen actively, being mindful of body language, being attentive to what other people say, and responding accordingly. References Barker, R., & Angelopulo, G. C. (2005).

Integrated organisational communication . Juta and Company Ltd. Bovee, C. V., & Thill, J. V. (2013).

Business Communication Essentials 6th edition . Prentice Hall. Connell, K. Y. H. (2008).

Ecological Consumer Decision Making: Nature, Process, and Barriers in Apparel Acquisition . ProQuest. Kim, M. J. (2007). Consumer perceptions of apparel products in Internet shopping .

ProQuest.

Paper For Above instruction

The consumer decision-making process is a fundamental aspect of marketing and consumer behavior studies, encompassing a sequence of interconnected stages that collectively shape purchasing decisions. Understanding this process is crucial for marketers aiming to influence consumer behavior effectively. This comprehensive analysis explores each stage in detail, illustrating how theoretical models like the five-stage process and the AIDA framework can be practically applied to enhance marketing communication and sales strategies.

The initial stage, problem recognition, occurs when a consumer perceives a discrepancy between their current state and a desired state of affairs. This recognition triggers the awareness of a need, compelling the consumer to seek solutions. For instance, an individual recognizing the need for a new laptop due to frequent travel exemplifies problem recognition. Marketers can leverage this stage by creating advertisements that highlight the resolving features of their products, thus attracting attention and initiating interest (Kim, 2007). The application of the AIDA model here involves capturing attention through compelling visuals and messages that resonate with consumers’ needs.

Following problem recognition, consumers embark on an information search to gather details about potential solutions. This search might involve consulting friends, reading online reviews, or visiting stores. Effectively, companies should ensure that pertinent product information is accessible and clear during this stage. Salespeople play a vital role by providing detailed product knowledge, helping consumers compare options, and addressing concerns—actions that align with the interest and desire phases of AIDA (Barker & Angelopulo, 2005). Maintaining open communication diminishes uncertainty, fostering confidence in the consumer’s decision-making process.

In the evaluation of alternatives, consumers analyze different products based on features, prices, and brand reputation. This critical stage determines the final choice. Marketers can facilitate favorable evaluations by offering transparent comparisons and personalized recommendations. Here, the AIDA model emphasizes the importance of reinforcing interest and desire through persuasive communication. Salespersons can assist by highlighting unique selling points that distinguish their products from competitors, thereby guiding consumers toward the most suitable choice (Kim, 2007).

The purchase decision marks the culmination of the decision process, where the consumer commits to a specific product. Factors influencing this stage include perceived value, availability, and post-purchase expectations. Effective communication during this phase involves clarifying purchase terms, offering reassurance, and suggesting additional benefits or accessories. If a product is unavailable, suggesting alternative outlets ensures the consumer's needs are met, which can enhance satisfaction and loyalty (Connell, 2008).

Post-purchase evaluation is a pivotal yet often overlooked stage. This phase involves reflecting on the purchase experience and the product’s performance. Positive post-purchase interactions, such as follow-up calls or satisfaction surveys, can reinforce consumer trust and encourage repeat buying. Applying the AIDA model here means emphasizing the benefits and satisfaction derived from the product, fostering brand loyalty (Barker & Angelopulo, 2005). Excellent post-sale service also reduces cognitive dissonance and enhances overall customer experience.

The manner in which a salesperson communicates significantly influences each stage of the consumer decision process. An assertive communication style—characterized by confident but respectful expression—can foster trust and rapport. For instance, active listening, clear articulation of product benefits, and attentive body language contribute to a positive interaction. Conversely, aggressive communication can alienate consumers, hindering the development of lasting relationships. Effective communication, therefore, involves being mindful of language tone, listening actively, and responding empathetically, ensuring consumers feel valued and understood (Bovee & Thill, 2013).

In conclusion, understanding and strategically applying the stages of consumer decision-making, enhanced by models like AIDA, can significantly improve marketing efficacy. Marketers and salespersons who master effective communication techniques can influence consumer perceptions, foster trust, and facilitate purchase decisions. Recognizing the psychological processes behind consumer choices allows businesses to design interventions at each stage, ultimately leading to increased sales and customer satisfaction. As demonstrated, the integration of theory and practical communication strategies is vital for success in competitive markets.

References

• Barker, R., & Angelopulo, G. C. (2005). Integrated organisational communication. Juta and Company Ltd.
• Bovee, C. V., & Thill, J. V. (2013). Business Communication Essentials (6th ed.). Prentice Hall.
• Connell, K. Y. H. (2008). Ecological Consumer Decision Making: Nature, Process, and Barriers in Apparel Acquisition. ProQuest.
• Kim, M. J. (2007). Consumer perceptions of apparel products in Internet shopping. ProQuest.
• Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior. Pearson.
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