DECESION MAKING PROCESS

sunandaC

New member
DECESION MAKING PROCESS


The decision-making process starts by awareness. This is whether you are aware about the product or not. Take the case of a shampoo.

For instance there are hundreds of shampoos available in the Indian market but unless the consumer is aware about its performance, the brand is not considered. Unless he knows about the availability of the product (in this case take a shampoo) of a particular brand, it will not enter into consumer decision-making.

Therefore, it is the function of the marketer to make the prospective customers to know about a product i.e. consumer must be informed about its availability.

The next stage is your interest in the product. This can be there or can be developed only if you very well know the utility of the product i.e. for what all purposes the product can be used.

Say if someone has to decide to buy a car, he must not restrict his choice to a few well-known brands, he must show interest in the new brands also.


This is equally applicable to any other product also. If there are 10/15 shampoo brands in the market all of them should interest the customer, so that he may evaluate them.

Evaluation in certain items can be done by the trial of the product. For instance, these days most car producers allow trial run and one can evaluate the automobile by trial run.

In case of certain consumer items like shampoos, washing powders, etc. small packets are available. The consumer before making the purchase decision can buy small packs for trial.

After trial or evaluation of its attributes the consumer may either purchase or reject the product or the service.

If the consumer decides to purchase the product, he gets first hand experience and the product can be evaluated once again. For example, if a consumer purchases a shampoo and likes it, he will have repeat purchase.

In case of durables like refrigerator, T.V., etc. if one finds the product as per his expectations; he will not only adopt it but will recommend it to others as well. If after the use the product is not found satisfactory it will not only be rejected but the experience will be narrated to others also.


These stages can be clearly demonstrated in the following example:

The consumer recognizes that they wish to make a purchase, such as purchasing a family vacation.

The consumer starts to search for information about potential holiday destinations, availability of hotel accommodations, flight schedules, holiday activity for the family, etc. This information may involve talking to friends and family, obtaining holiday brochures, surfing the Internet, etc.

The consumer evaluates the alternative vacation possibilities.

The consumer makes a final decision about which vacation alternative to purchase.

The consumer purchases the vacation alternative. This may be in the form of single purchase through a travel agent or may consist of several purchases such as hotel accommodation, airline tickets, etc.

The consumer experiences the vacation. If the consumer and his/her family are satisfied with the vacation, they may decide to take this vacation again or recommend it to other family members or friends. If the vacation experience has been an unhappy one, then the negative aspects of the vacation may be related to family and friends, discouraging them from making the same purchases.
 
DECESION MAKING PROCESS


The decision-making process starts by awareness. This is whether you are aware about the product or not. Take the case of a shampoo.

For instance there are hundreds of shampoos available in the Indian market but unless the consumer is aware about its performance, the brand is not considered. Unless he knows about the availability of the product (in this case take a shampoo) of a particular brand, it will not enter into consumer decision-making.

Therefore, it is the function of the marketer to make the prospective customers to know about a product i.e. consumer must be informed about its availability.

The next stage is your interest in the product. This can be there or can be developed only if you very well know the utility of the product i.e. for what all purposes the product can be used.

Say if someone has to decide to buy a car, he must not restrict his choice to a few well-known brands, he must show interest in the new brands also.


This is equally applicable to any other product also. If there are 10/15 shampoo brands in the market all of them should interest the customer, so that he may evaluate them.

Evaluation in certain items can be done by the trial of the product. For instance, these days most car producers allow trial run and one can evaluate the automobile by trial run.

In case of certain consumer items like shampoos, washing powders, etc. small packets are available. The consumer before making the purchase decision can buy small packs for trial.

After trial or evaluation of its attributes the consumer may either purchase or reject the product or the service.

If the consumer decides to purchase the product, he gets first hand experience and the product can be evaluated once again. For example, if a consumer purchases a shampoo and likes it, he will have repeat purchase.

In case of durables like refrigerator, T.V., etc. if one finds the product as per his expectations; he will not only adopt it but will recommend it to others as well. If after the use the product is not found satisfactory it will not only be rejected but the experience will be narrated to others also.


These stages can be clearly demonstrated in the following example:

The consumer recognizes that they wish to make a purchase, such as purchasing a family vacation.

The consumer starts to search for information about potential holiday destinations, availability of hotel accommodations, flight schedules, holiday activity for the family, etc. This information may involve talking to friends and family, obtaining holiday brochures, surfing the Internet, etc.

The consumer evaluates the alternative vacation possibilities.

The consumer makes a final decision about which vacation alternative to purchase.

The consumer purchases the vacation alternative. This may be in the form of single purchase through a travel agent or may consist of several purchases such as hotel accommodation, airline tickets, etc.

The consumer experiences the vacation. If the consumer and his/her family are satisfied with the vacation, they may decide to take this vacation again or recommend it to other family members or friends. If the vacation experience has been an unhappy one, then the negative aspects of the vacation may be related to family and friends, discouraging them from making the same purchases.

Many many thanks my friend for sharing sucn a nice information on DECESION MAKING PROCESS and i am sure it would help many other people here. BTW, i am also sharing some useful information for sharing more related content to your thread.
 

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