Everyday, we make decisions on different products to purchase. Although some of these purchases are easy as they come naturally to us through previous purchases in which we have had positive experience. When it comes to purchases of new products or of products that cost a lot more than a simple jar of sauce, such as mobile devices, computers and cars, we are faced with the decision-making process in order to establish which product is going to fulfil our needs.

The decision-making process is made up of a five-step process; problem recognition, information search, evaluation of alternatives, product choice and post-purchase outcomes.

Stages in Consumer Decision Making Process [1]

Stage One: Problem Recognition

Within this stage a consumer becomes aware of a noticeable difference between their actual state in comparison to their desired ideal state.

For example, I was previously faced with the challenge of purchasing my first car. I became aware of the problem that I lacked a car to get me to where I needed to be and that as I was learning to drive I should start to search for a car as I would like to have the freedom to drive when I got my provisional license.

Stage Two: Information Search

Information search is a process known as pre-purchase search. This process occurs when a consumer becomes aware of a need they have and conduct a search to gather information and data on what they can do in order to satisfy this need.

Continuing on from my personal experience, I then needed to begin searching for different cars that would meet my needs. I began searching on different second-hand car sites and going into car dealership to find out more infomration on different car brands.

Stage Three: Evaluation of Alternatives

The evaluation of alternatives occurs when consumers are coming to a decision on which brand or product they will select given the available alternatives that are on offer.

In this stage, I began to narrow down my choices to cars that were within my price range. This included cars such as Toyoata Corolla, Mazada 2 and Toyota Yaris in which were reliable, small cars that would be able to fulfill my needs.

Stage Four: Product Choice

Product choice occurs after available options have been evaluated in which a consumer must come to a decision on which product they will choose.

After finding information on all my options and evaluating my options I decided to purchase a Toyota Corolla as I liked the style of the car and it was within my price range. Another factor that helped me to decide this car over others was from information from family friends that there experience with Toyota cars was positive.

Stage Five: Post-Purchase Outcomes

Lastly, post-purchase outcomes are the response consumers have to their recent purchase of the product they decided on.

Outcomes:

• Satisfaction levels – did it meet the consumers expectations?
• Complaints – were there any faults with the product?
• Brand loyalty – has the brand exceeded expectations in which a consumer has become loyal to the brand?
• Value perceptions – has it provided the expected value for the money and time spent searching for this product?

Personally the post-purchase outcomes of purchasing my first car was that I have been extremely satisifed with my purchase as it has been reliable car. Also I definietly do see that I got a lot of value from the purchase. I believe that I am loyal to Toyota now through this positive experience.

An interesting article that I have recently read provided me insight into how the influence of mobile devices are leading a change on redefining the above consumer decision process.

Some of the main points that stood out to me within this article were:

• How the focus of brands in previous years has been on whether or not a consumer purchased or did not purchase their product.
• Due to technology development, especially in mobile devices, it has begun a way for brands to reach consumers and influence them throughout the decision-making process.
• It highlighted the need of brands to become more aware of engaging with consumers throughout their decision-making process rather than solely on the outcome of their decision-making.
• The need to tailor consumers experience throughout this process to meet their needs can influence them to see value within a brand they previously may not have spent a large amount of time considering as an option.
• This research explains that this is still a growing development in online shopping but is becoming increasingly relevant.[2]

While the decision-making process is still highly relevant, it is interesting to see how technology is assisting consumers to find products that best suit their needs easier. Furthermore, how technology has allowed for newer brands that may have previously gone unnoticed by consumers have an opportunity to promote their products and become a considered option.

---

[1] MR, Solomon, R, Russell-Bennett & J, Previte (eds), Consumer Behaviour, Pearson, Australia, 2019, pp. 298-304.

[2] DJ, Faulds, WG, Mangold, PS, Raju & S, Valsalan, ‘The Mobile Shopping Revolution: Redefining the Consumer Decision Process’, Business Horizons, vol. 61, no. 2, March 2018, pp. 323-338.

REFERENCE LIST

Faulds, DJ, Mangold, WG, Raju, PS & Valsalan, S 2018, ‘The Mobile Shopping Revolution: Redefining the Consumer Decision Process’, Business Horizons, vol. 61, no. 2, pp. 323-338.

Solomon, MR, Russell-Bennett, R & Previte, J 2019, ‘Consumer Behaviour’, 4th Edition, Pearson, Australia, pp. 298-304.