'Consumer Decision Making Process\r'

'A CONSUMER DECISION-MAKING service IN PURCHSING A CAR look suggests that customers go through five storys in making decision on every secure (The Engel, Blackwell and Miniard, 1990). The economic buyer opening published by South-Western college in 1997 () explained that entirely customers have full information, make comparison, atomic number 18 rational, they have limited resources to satisfy their unlimited ineluctably, and they want to maximise satisfaction (page). A person who intends to purchase a political machine, go through a five decision-making stages.\r\nThese al down(p); Problem recognition Information wait Evaluation of alternatives Purchase Post-purchase behaviours In relations with these processes, it is important to note that there ar factors influencing single decision-making process. The factors could be categorized into one-third; Individual factors Motivation Perception nurture Personality, self-concept, lifestyle Values, beliefs and attitudes af fectionate factors Culture rootage group Opinion leaders Family Social class Purchase situation Reasons for purchase Time Physical surrounding\r\nA consumer, influenced by the above factors goes through the frontmost stage; Problem recognition: An individual realises that something is not as it should be. Perhaps, for example, an individual goes to travel on a commercial spate or train late because of unending delays in travel time, decides he needs a car. Once the problem is effected it goes to the second stage. Information search: In this stage a consumer engages in two national and external information search. The internal search involves gathering information in his mind about cars he prefers.\r\n out-of-door search on the other break involves finding information from friends, reviewing in customers reports, (for example, triggerman pedal faults on some Toyota brands describe by BBC on 28 January 2010), consulting unalike websites, and visiting several dealerships. I nformation could be as well gathered from brochures, catalogs and password c all overage. Evaluation of alternatives: The car industry is a competitive market and gives consumers options to choose, ranging from brands, product features, force out efficiency, balance, space and price, for example a car may have a low price and good burn down efficiency, save slow acceleration.\r\nIf the price is inexpensive and fuel efficient, the customer may select it over a car with better acceleration that cost more(prenominal) and use more fuel. Purchase: The above stage in the decision-making process determine what happens in this stage. This stage is when the consumer makes the purchase of the car. Post-purchase behaviours: This is where the consumer considers his decision for justification. The consumer then seeks bleak information to reinforce and judge whether he had the right price and quality for his money.\r\nThe consumer could keep off contradictory information or purposely seek contrary information to refute. He could even revoke the decision by returning the car. Firms and organisations invented strategies to overcome cognitive dissonance through sending post-purchase letters, cards, advertisement, guarantees, warrantees, instruction booklets and devolve policies. (Festinger, L. 1957) In conclusion, the study of these consumer decision-making stages will inspection and repair firms and organizations to improve their marketing strategies.\r\nREFERENCES Brassington and Pettitt, (2006), _Principles of marketing, 4th ed. _ FT Prentice Hall. Charles W. Lamb jr, Christo Boshoff et al. (1997), Consumer Decision-making process, South-western college publishing. Engel, J. F. , Blackwell, R. D. and Miniard, P. W. (1990), Consumer Behaviour, Dryden. Festinger, L. (1957), A supposition of Cognitive Dissonance, Stanford university press. Lars Perner (1999-2008), Consumer Behaviour, Publish by university of southerly California, Business school.\r\n'