Decision making process analysis
Before this process, the characteristic that affect the consumer behavior that had been chosen is social factor and personal factor, the types of buying behavior for this process is complex buying behavior and dissonance reducing buying behavior that will help the consumer to begin the process for this product.
The first process for the product is the need recognition. What is need recognition? It refers to the first stage of the buyer decision process; in which the consumer recognizes a problem or need. The need of the consumer can be triggered by the internal stimuli means when one of the person normal needs in a day, a need also can be triggered by external stimuli. Which are the consumer know their need and they will start looking at the product in the market which is suitable for them. In this stage the marketer also will look at the problem or the need that arise in the market.
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For the next stage or the next process is the information search. What is information search? Information search refer to the consumer who is aroused to search for more information and the consumer may simply have heightened attention or may go into active information search. In this stage, for the consumer who is interested with the product they may or may not search for the information. But some of the consumer will search for more information about the watch because they may be look on their needs. They also can get their source from various sources that include personal source, commercial source, public source, experiential sources and these relative influence the information sources of the product for the consumer to decide. Generally, the consumer will receive more information about the product that from a commercial sources that had been control by the marketer. Most of the people may ask their friend, relative, or professional for recommendation of the product or a service. As for more information the consumer obtained, the awareness and the knowledge of the available brands and features will increase.
The next stage is on the formation of a criteria list. The consumer will mentally list down the criteria that they had seeks before in the product that they had buy. This means that the consumer mostly will look at the product that they buy before and make comparison with other product that they did not try before. For the consumer to list down the criteria for one product is very easy because they will base on their own experience on using that product for how long.
The next stage after this 3 process is evaluation of the alternatives. The consumer will use the information to evaluate the alternatives brands in the choice set. In this process as a consumer they do not use a simple and single evaluation process in all buying situation. The attitudes of the consumer towards different brands through some evaluation procedures. How the consumer is going to evaluate the purchase an alternative is depends on the consumer and the specific buying situation. In some of the cases like this product of watch the consumer might need to use careful calculations and logical thinking. But on the other time, the same consumer will do litter or no evaluating the product and instead they buy on impulse and rely on the intuition.
The purchase decision is another stage in this process. The consumer will make their decision on what product that they would want to purchase. In general, the consumer purchase decision to buy the most preferred product. But there are 2 factors in the purchase decision; three are the attitudes of other and unexpected situational. The first factor is that if a consumer family member feel that they should buy the lowest priced product which means that the chances of that consumer to buy a more expensive product is least but in another way if the second factor is use in the situation that the consumer may form a purchase based on the some of the factor such as the expected income, expected prices and the expected product benefits. Some of the time, the preferences and even the purchase intentions do not always result in actual purchase choices.
After the purchase decision process, the post purchase behavior is the last process in this whole process for the consumer. In this stage, the consumer will take further action after they purchase the product and this have to base on their satisfaction or dissatisfaction of the product. The answer lies on the relationship between the expectation from the consumer and the performance of the product. In this situation, if the product fail to reach the expectation of the consumer they will feel dissatisfaction of the product but if the product reach the expectation the consumer will feel satisfaction and some how if the product is exceed from the expectation of the consumer they might feel delight with the product, they will introduce this product to others because of the expectation. Such satisfaction is important for a company because the sales are come from 2 groups of consumer there are the new consumer and the retained consumer. This usually cost more to attract the new consumer than the retain current consumer and this is the key to build the lasting relationship the consumer. If a consumer is not satisfy with the product, the bad word from the mouth of the consumer will travels farther and faster than the good ones and this will quickly damages the consumer attitudes about the company and the product. Therefore, the marketer should be wise to measure the consumer satisfaction regularly.
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