Consumer Decision Making Process

Any individual who buy products and the services from market for own his/herself consumption is the consumer. Consumer behaviour is the process by which consumers’ needs are identified, information is collected, alternatives are evaluated and then the purchase decision is made. Economical and psychological and economic factors are taken into considerations and environmental factors influence them such as group, cultural and social values. In other words consumer behaviour means what influences the customer to purchase the particular product and why he/she purchases it (price, quality etc.). Does consumer need family or friends for help in decision making and how consumer attracted towards the product. Based on the life situations, consumers are evolving constantly in buying

Pet Track Company manufactures and sale pocket trackers for pets which save time locating for the pets when pets get lost. This pocket finder has GPS which track the location. This reduces the anxiety and stress which comes when realizing that the pet is missing. Pocket Finder is attached to the pet and mobile app will give information about the location. This app is very simple to use. It gives zone alert when the pocket Finder goes out of the range. Satisfied customers and products are the ambassadors of the company.

DISCUSSION

Five steps are involved in decision-making process by consumer. These are recognition of need, searching information, evaluation of the alternatives, purchase behaviour and post-purchase. All these steps guide the marketers to effectively communicate and understand the consumers. It should be noted that the consumer does not go in the exact order of the process because it all depends on the product type, consumer’s buying stage and even on the financial status of the consumer.

        Figure.1 Consumer Decision Making Process

Need Recognition

The first step is need recognition often identified as the most important step of the whole process. No purchase can be made without the recognition of need. There are two ways of triggering needs: internal stimuli like hunger or thirst and external stimuli for example word of mouth or advertising. Before purchasing the product, there must be a reason for the customer to believe that where, what and how they need it. The customers feel the need like there is something missing they need. The ideal time for the advertising is after determining that when your target develops the need.

Information Search

The next stage of decision making process is information search. The buyer puts effort in searching the internal and the external business environments, to evaluate information and identify the sources regarding the chief buying decision. For obtaining the information, the customers may rely upon the independent sources like visual, print and online media or consult the non-neutral information sources such as advertisements, company websites, brochure, word of mouth and salespeople. Customer starts thinking about the risk management in this stage. In order to make a decision, a customer might make list of pro’s and con’s. It may be worth to putt extra time in managing risk because people don’t wish to regret in making a decision.

Evaluation of Alternatives

It is not necessary that customer will purchase the product absolutely if the company is in competition. In fact now customers made sure to research thoroughly before purchasing. Customer’s next step after determining the need is to seek out the right deal. This search is based on the quality, price or other factors essential to them. Customer still search and compare different company products to make right decision in purchasing even if they are sure of their need. Then it is up to marketers how they keep customer on their site on this stage.

Purchase decision

In this stage purchase takes place. On this step the decision can be disrupted by the two factors. These are the negative feedback from the other customers and motivation level in accepting the feedback. For example after the previous stages, a customer chooses to purchase a new product but his/her friend gives negative feedback, which is well aware of the product. Now the customer is certain to change the preference. Furthermore, due to the unexpected situations like relocation or losing job suddenly etc., may disrupt the decision.

Post-Purchase Evaluation

Purchasing is not the end of the process. This is the review stage for the company and customers. In fact, customer loyalty and revenue can be lost easily even after the purchase. Customer’s satisfaction about the product is inevitable. Marketers evaluate that is the customers feel that their decision is correct or not. If incorrect, then there are chances for the return. To mitigate this, made a straightforward and simple exchange offer and identify the dissonance source.

Like other customers, Pet Track Company’s customers also go through the steps of decision making. As mentioned above that the company product is good especially for kids who forget when they take their pets out with them and get busy elsewhere. For the ease of the customer we have knowledgeable customer service team who guides the customers at every step. Finally after recognizing their needs customers go through the company website to search and explore more about the product and other related information. For this purpose company has a website which provides every detail to the customers. Product’s description, design, performance and technology used in it are mentioned on the website. Different products have different sizes, designs according to the pet type. Moreover product reviews and ranking is also given.

If still customer feels he needs more information than he can live chat or call to the customer service team. Now after this it’s time to choose the right product. Customer can select any pocket finder product according to their need from the website. And can read the product reviews there. Purchasing is made easy through different ways. Customers can use VISA, MasterCard, FedEx, ups, DISCOVER to payment and shipping. Furthermore company gives the 30-days money back guarantee and life time warrantee on many of its products. This process evaluates the post purchase company products.

In short, customer’s decision making process plays an important for the company to sale out its products. It depends on the marketers how they represent their company to get customers attention and make them their customers.