1/18/2016

Marketing101:StagesintheConsumerDecisionMakingProcess
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Marketing101
UN DERSTAN DIN GTH EWORLDOFMARKETIN GAN DTH E
MARKETINGPROCESS.MARKETINGANDTHEECONOMIC
SYSTEM.
Ads

1. Stage

2. MyStageBeauty

3. StageStores

4. StagesPregnancy

5. StageLightingME

6. EndStageCopd
Chitika | Optout?

SUNDAY ,JANUARY 27,2008

StagesintheConsumerDecisionMakingProcess
ThefivestagesoftheconsumerdecisionmakingprocessincludeProblem
recognition,informationsearch,informationevaluation,purchasedecision,
andevaluationafterpurchase.Thisisjustageneralmodelofthedecision
makingprocessanditemphasizesthatthebuyingdecisionmakingprocess
starts before the actual purchase and continues even after the purchase. It
also encourages the marketer to focus on the complete buying process and
notjustonthepurchasedecision.
ProblemRecognition: consumers recognize a problem as a need or want.
Ofcourse,themostfrequentproblemoccurswhenconsumersrealizethey
areoutoftheproduct.Forexample,whenthegastankgetsnearempty,or
you run out of lunch meat for your sandwiches, or when your car is due
for maintenance. Problem recognition also occurs when a
consumer receives new information about a good, service, or business.
New fashions, for example, can make people recognize that their current
clothing is not in style or up to date. Different circumstances can change
ST AY CONNECT ED

andforceaconsumertorecognizeamajorbuyingproblem.Astayathome
momwhoreturnstotheworkforcemayneedanewwardrobe.Afirstyear
college student may need a personal computer. A recently retired couple
maynowhavethetimeandmoneytotakeaEuropeanvacation.
Informationsearch: consumers search for information that is helpful in
makingapurchasingdecision.Theymaygetthisinformationinoneorin
manyways.Marketersareinterestedinthemajorinformationsourcesthat
consumers use and the influence each has on the final purchase decision.
Consumerinformationsourcestypicallyfallintofourgroups:
personalsources
commercialsources

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Marketing101:StagesintheConsumerDecisionMakingProcess

publicsourcesand
ABOUT ME

experiencesources.

AT L SKI L L Z

Iama26yearoldprofessional
soccerplayer.Iamcurrentlyafree
agentwithaspirationsofgreatcareer
success.Atthesametime,Iam
lookingto"broadenmyhorizons",as
mymotherusedtosay.ILovesoccer
withapassion.Ieat,breathe,and
sleepthisgloriousgame.Soccerisa
majorpartofmylifebutitdoesnot
consumeit.Ialsohaveother
interests,passionis,goalsand
motivationsinlife.Iwouldloveto
sharemyexperiencesandknowledge
withyou,andinreturnmaybeyouto
willsharewithme.Allthebestin
2008!

The consumer receives the most information from commercial sources.

these include advertisements, salespeople, catalogs, newspapers, and
manufacturersupplied direct mail. However, the most effective influence
often comes from such personal sources as family members and friends.
Effective marketers try to identify the information sources and their
relative influence on customers. This means asking customers how they
heard about the product, what sources of information they turned to, and
whatinfluenceseachsourceofinformationhadontheirpurchasedecision.
This consumer information helps marketers plan advertisements, select
informationtogivetocustomers,andchooseothermarketingtechniquesto
meetconsumerneeds.
Information Evaluation: follows the information search. During this
stage consumers usually compare products with respect to their various

VIEW MY COMP L ET E P R OF IL E

features and benefits. They may compare product brands, styles, sizes,
colors, prices, and related services. They may also compare products at

Stage

variousstores.Theyconsumermayalsoevaluatetheimportanceofcertain
information. For many consumers, perceived reliability is extremely

MyStageBeauty

important.Forothers,price,easeofoperation,relatedservices,orprestige
may be paramount. Other information may be more important to

StageStores

consumers when evaluating services. While vacation, traveling,

StagesPregnancy

for example some consumers may want to only stay at the Hilton, while
others are more prone to lodging at the less expensive locations.

StageLightingME

Consumers generally evaluate goods and services by the features or

benefitsthatareimportanttothem.retailersandothermarketersoftentry

EndStageCopd

to influence the type of criteria that consumers use in their product

Chitika

evaluations. they frequently use ads that compare the features of their
productswiththoseoftheircompetitors.

BL OG AR C HI VE

2008(16)
January(16)
Marketing:Marketingand
HealthCare
MarketSystem:6major
Characteristicsofthe
Mark...
Marketing:LawOf
DiminishingReturnsand
Economic...

Purchase Decisions: At this stage in the decision making process,

consumershaverecognizedaneed,donesomeresearchontheproduct,and
evaluated available alternatives. they are now ready to make a purchase
decision,theactualbuyingofaspecifiedproduct.Manyfactorsinfluence
the purchase decision. These include the cost of the product compared to
howmuchmoneytheconsumercanaffordtospend,theopinionsoffamily
or friends, and the sales and services policies of the marketer. Some
customersmaywishtotryaproductbeforemakingamajorpurchase.
EvaluationAfterPurchase:Aftercustomersmakebuyingdecisions,they
often continue to evaluate them. Postpurchase evaluation occurs when a

StagesintheConsumer
DecisionMakingProcess

customer seeks reasons to support a purchase decision. retailers use the

MarketSegmentation:Age,

purchase. Marketers use the term cognitive dissonance to refer to post

term buyers remorse to describe a customer's second thoughts after a

decisiondoubtthatacustomerhasaboutanoriginalpurchase.Thisdoubt

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Marketing101:StagesintheConsumerDecisionMakingProcess

Gender,EducationandOc...
MarketingandTheConsumer
Market
TheMarketingFunctions

stems from an awareness that in reaching a particular buying decision the

individualmayhaverejectedcertainattractivealternatives.Doubtiscreated
when the motive for buying the alternative overshadows the actual
purchase.Marketerstakepositivestepstoreducecognitivedissonanceand
tohelpbuyersfeelgoodabouttheirpurchases.Successfulmarketersknow

TheMarketingMix:TheFour
MajorElements

thatasatisfiedcustomerisanexcellentadvertisementforthecompanyand

HowMarketingServes
Customers

Customer oriented practices usually result in customer recommendations,

Marketing:TheTargetMarket

POST E D BY AT L SKI L L Z AT 8 :2 4 AM

TheRoleofBusinessinthe
Economy
AlternativeEconomicSystems
MarketingandOurEconomic
System:TheThreeBasic...
EthicsandMarketingConcept
TheMarketplaceandThe
MarketingConcept
MarketinginModernSociety

its products. They try to fulfill their customers needs and wants.
calledwordofmouthadvertising,andcustomerloyaltyandrepeatbusiness.

2 CO M M ENTS:

GreanHerbzsaid...
Wow,absolutelyfantasticblog.Iamverygladtohavesuch
usefulinformation.Thanks.
WelcometoGreenHerbz2014PotpourriHerbalSpice
November8,2015at6:50PM

LegalPuffssaid...
Ilovealldetailsthatyougiveinyourarticles.
HerbalPotpourri
November27,2015at10:41PM
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