Consumer decision making process
The buying decision making is the act of gathering and processing information, evaluation and selection of the best possible option to solve a problem. Consumers take elaborate steps while moving towards buying a given product of their choice. It’s a downward flow that starts with Problem recognition, Information search, Alternative evaluation, Purchase, Use and post purchase Evaluation.
The buying decision process begins at this stage when a consumer realizes they have a need to fulfill. At this very stage, the buyer may or may not know the solution to their problem. The customer may only be aware a need to change their reality or situation. Or they may have an idea about what will help them but are not quite sure which brand, product, service, or solution will provide the best option.
A laptop purchase case scenario; the ever growing demand for Laptops going upward due to change in work life of consumers. This drastic shift in working environment accompanied with a lifestyle which is always on the move. As the need for “anytime anywhere” access to information is increasing, the need also increases. Where I took the path that started by realizing a need. Basically, at this time a need existed, but it wasn’t yet been determined how this need will be satisfied. I wanted a machine that would help me perform my homework and at the same time watch movies
This prompted me to conduct information search that will help solve my problem considering drastic shift in working environments. I needed to know more about the major players in the laptop category. I started my online research and conducted searches to find more, my findings were as follows: HP, Acer, Lenovo, Sony, Dell, and HCL among others being the major players in the laptop market. Besides the work-related market, various other segments are capitalizing on these handy portable computers. A large number of households and students are using these portable PCs for entertainment and study purposes.
After information search is completed I started reflecting on the kind of information I discovered. I began to evaluate various options that I got to determine the best solution to my problem. At this point I had a lot to consider as I choose what solution is the most trustworthy, affordable, highest quality, and highest performing. I looked for reasons to believe why one solution was more beneficial than the other by making comparison list of multiple laptops. The list may include prices, features, and reviews.
Technical aspect Service Brand Others
Type of CPU multitasking and multimedia tasks Brand of CPU Size
Speed of the processor The speed at which information processed Brand associated with process size
Motherboard Number of service station in the county Brand of motherboard Price
RAM Number of programs running at ago Brand company of the RAM Size
Hard disk capacity Reputation of after sale support Durability Capacity
The keyboard quality Ability to type and clear view Brand company Unique feature
Screen quality How comfortable the screen when reading Brand company size
Battery life How long it retains power Brand company Availability of accessories
Wireless network Ability to access wireless internet Brand company Speed
Size Slim and light Brand company Portability
The number of USB ports Plugging in external hard drives Brand company The number
Finger print reader and TMP Logging into mobile devices Brand company Price
Once the research and evaluation are over, the customer just needs a clear pathway to purchase. For a brand to help customers through this phase, he needs to make it simple to buy. At this point the purchase is made based on findings about the product.
This becomes my last step of the five-stage consumer decision-making process, the path to buying complete at this stage. Once customer has made a purchase doesn’t mean the customer journey is complete. Now is the time when the customer reflects on whether they made the right decision. The customer will consider if the solution accurately and fully meets their needs. They will decide if it was worth the cost and if the brand delivered on their promises. They will feel either satisfaction or buyer’s remorse. If it’s the former, the customer could come back to make another purchase. But if it’s the latter, the customer could reject the brand, never make another purchase, and even share their negative experience with others. she is using the computer and discovering what she likes and doesn’t like. Reading resources that show her how to better utilize the computer could make her like it more.