Consumer Decision-Making Process

The consumer decision-making process includes a series of interrelated and sequential activities. The consumer decision-making process starts with the identification of an unfulfilled need or want. Then, It becomes a motive. The consumer starts searching for information regarding the options for filling their need. This search provides the consumer with various alternatives. Finally, Consumer makes the purchase decision upon finalizing the best-suited alternative option. Then the consumer evaluates the level of satisfaction.  

1.         Need Recognition

 An unsatisfied need of person initiates the buying process to satisfy the needs. The need is influenced by internal or external factors. The intensity of the need influences the speed and priority of completing a purchase.

2.         Information Search

Identified needs are fulfilled easily if the product or service is well-known and easily available. Otherwise, the consumer will gather information regarding various available products, brands and locations of the delivery which gives him maximum satisfaction. The common sources of information are neighbours, friends and family, information through advertisements, retailers, dealers, sales promotion, and mass media promotions like newspapers, radio, television, and the internet.

3.         Evaluation of Alternatives

Evaluation of Alternatives is an important stage in the process of buying. The important elements in the process of alternatives evaluation are:

a.                   Evaluation of performance.

b.                  Comparison of attributes

c.                   Evaluation of aesthetics

d.                  Evaluation of brand image

e.                   Evaluation of distribution network

f.                   Evaluation of after-sales service

g.                  Evaluation of overall feedback by recently purchased customers.

4.         Purchase Decision

An attitude towards a particular product and brand will be developed based on the information search. Thus the prospective buyer makes the final selection.

5. Post-Purchase Behavior 

Post-purchase behaviour of consumers is the way a consumer thinks, feels, and acts after they make a purchase, which highly influences the satisfaction and repurchase decision of the consumers. The lesser gap between the expectations of the consumer before using the product or services and the experience after using the product or services determines the level of satisfaction of the consumers.