5. Consumer Decision Making Process Flashcards
The consumer decision-making process comprises the following six stages:
- Stage 1: stimulus.
- Stage 2: problem awareness.
- Stage 3: information search.
- Stage 4: evaluation of alternatives.
- Stage 5: purchase.
- Stage 6: the postpurchase evaluation.
• Stage 1: stimulus.
Seeing an advertisement for a desktop home computer could make Mr Nkosi realise that his family really needs a computer.
• Stage 2: problem awareness.
Mr Nkosi’s son, Thabo, who is in Grade 11, is always struggling to do his school projects because he cannot do research on and type his school projects. This has a negative effect on his performance, and Thabo always has to ask a friend if he can use her computer to do his school projects. When Thabo is working on his school projects, he always comes home late. Mr Nkosi realises that he will have to buy a home computer for the family.
• Stage 3: information search.
Mr Nkosi discusses the idea of buying a computer with his wife and son. He then decides to speak to Peter, a colleague at work. Peter tells him about different brands of computer such as Dell, HP, Sahara, LG and Apple. Peter also informs him of the different retail shops selling these computers, the various features of these computers, and lastly, price differences. Mr Nkosi decides to visit the retail shops on Peter’s list, which leaves him feeling somewhat confused because of all the information.
• Stage 4: evaluation of alternatives.
Mr Nkosi discusses all the information on the different computers with the family. He sets various criteria for evaluating the different options, such as price, brand name, quality, features, warranty, installation durability and payment terms.
• Stage 5: purchase.
Mr Nkosi decides to buy a Sahara desktop that has all the features he requires (including internet) at Game. Because of his financial situation, price is the key factor in his choice, and the Sahara desktop appears to be cheaper than the other computers. Game has various payment options, and Mr Nkosi will be paying a
monthly instalment for the next 36 months.
• Stage 6: the postpurchase evaluation.
Mr Nkosi is happy with his decision. The Sahara
desktop has a three-year warranty, excellent features and he can afford the monthly repayment. He has also decided to buy insurance cover for the computer.
