Consumer Behavior

Adult Consumer Behavior Decisions

When we use the marketing term "Consumer Decision Making", this would be addressing a process by which consumers identify their needs, collect information, evaluate alternatives, and make purchase decisions. These actions are determined by psychological and economical factors, and are influenced by environmental factors such as cultural, group, and social values.

Research suggests that customers go through a five-stage decision-making process in any purchase. The process is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process rather than just the purchase decision The buying process starts with need recognition. At this stage, the buyer recognizes a problem or need or responds to a marketing stimulus, this in turn causes the “aroused” customer then needs to decide how much information (if any) is required. If the need is strong and there is a product or service that meets the need close to hand, then a purchase decision is likely to be made there and then. If not, then the process of information search begins. A customer can obtain information from several sources; Personal sources: family, friends, neighbors etc; Commercial sources: advertising, salespeople retailers, dealers packaging, and point-of-sale displays. They may also consult Public sources: newspapers, radio, television, consumer organizations and specialist magazines. Consumers may also entertain the idea of using experiential sources: ie., handling, examining, using the product. (Chakravarti, 1986)

Abundance of choice in today's world has become the new dilemma in consumer decision making. As decision value and risk of a wrong decision increase, the buyer decision process should include additional effort to frame the decision and allow time to search for information that will improve decision quality. (Tell us what choice you are trying to make in the consumer decision survey below.) Take advantage of...