Page
Consumer Decision Making Process
Completion requirements
View
To understand the complete process of consumer decision-making, let us first go through the following example:
Tim went to a nearby retail store to buy a laptop for himself. The store manager showed him all the latest models and after few rounds of negotiations, Tim immediately selected one.
In the above example Tim is the consumer and the laptop is the product which Tim wanted to purchase for his end-use.
Why do you think Tim went to the nearby store to purchase a new laptop?
The answer is very simple. Tim needed a laptop. In other words, it was actually Tim’s need to buy a laptop which took him to the store.
The need to buy a laptop can be due to any of the following reasons:
His old laptop was giving him problems.
He wanted a new laptop to check his personal mails at home.
He wanted to gift a new laptop to his wife.
He needed a new laptop to start his own business.
The store manager showed Tim all the samples available with him and explained him the features and specifications of each model. This is called information. Tim, before buying the laptop, checked a few other options as well. The information can come from various other sources such as newspaper, websites, magazines, advertisements, billboards, etc.