Consumer Behavior – Decision Making Process
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CONSUMER BEHAVIOUR PROCESS
Either we decide to buy an everyday purchase or a more expensive good; every decision-making process begins with the identification of a problem.
When I see that I am out of toilet paper, I recognize a problem and the need of buying toilet paper is expressed by going to the supermarket and stopping in front of the toilet papers shelf. As, toilet paper is an everyday purchase, not very expensive and not implying important consequences on my life, Ill apply a low effort decision process.
When I stand in front of all the different TPs brands in the supermarket, my attention is limited. As there is a huge number of different types and brands of TP, the market is complex and the information is rich and as TP is not expensive, Im not going to compare all the different types of TP that exist using accurate criteria to chose mine. Actually, Ill have three different strategies. First, I am going to be interested in the price, checking if theres any sale on TP. If not, Im going to buy a brand that I am used to. Finally, if the brand that I usually buy isnt present in the supermarket, Ill simply buy the brand that is the most commonly known in the category avoiding those Ive tried and didnt like.
For example last week, I was shopping in the supermarket in front of my apartment, and as I was walking around the TPs shelf, I remembered that I had to buy some. So, I first looked for external information checking if there werent any sales on TP but there werent. After that, due to my brand loyalty, I looked for the TP I usually buy, but didnt find it. Finally, without thinking very much about the price, the quality, the attributes, I just bought the brand that I first thought about, Lotus, which is the leader on the market. As this purchase wasnt very involving, my post-decisional process was quiet simple. Usually, I wont have any post-decisional regret; Ill simply evaluate the product, using it and learn from this experience to decide whether Ill buy this good again or not.
However, when it comes to choose a more involving purchase, the decision-making process becomes more complex.
Last year, I started to notice that my laptop was less effective and slower than before. As I usually keep the same computer for three or four years, I was really concerned about which new one I was going to buy. So after recognizing that I had a problem with my PC and that I couldnt ignore it for long, I started to look for information about the different computers that existed on the market in order to identify as many of the alternatives that I had as possible and to choose the one that has the highest probability of success or effectiveness and best fitted with my goals,