Consumer Decision Making Process

Consumer Decision Making Process Theory

By Connor Williams

In this blog post I will be explaining a marketing theory called the Consumer Decision making process.

The Consumer Decision making process is a theory that analysis a consumer's decision process from when they decide they want or need a particular product up to the point where they finally purchase it.

1) Recognition of Need

This is the first stage is where you consider your consumers wants or needs. These can arise from factors like a physical need (food, water, shelter etc.) or an emotional need (feeling self gratification from something like a clothing item for example).

Understanding when your target audience's wants/needs arise is useful for timing your advertising well.

Using a clothing brand as an example, they would typically promote their jackets, jumpers, hats, etc. during the colder time of year as the clothing brand know their consumers will need to have warm clothing.

2) Information Search

This is the stage where the consumer does their research on the product by looking into the prices and cosmetics from various store websites. The consumer does not want to regret their purchase so they make sure they find comparisons for an evaluation. They would also be looking into reviews from previous customers before making their purchase.

3) Evaluation of Alternatives

In this stage the consumer has now got comparisons for their desired product and they will evaluate their thoughts on which one looks best, the price closest to their budget, the quality, etc.

A consumer will want the best deal they can find and choose the product that satisfies their considerations most.

4) Purchase decision

This stage is when the consumer has made their final decision on what and where their purchase is taking place.

The consumer has come to a conclusion based on their research but other factors that led them to their final decision could also be a decision based on an emotional factor (things like what product looked the nicest to them personally), or from advertising campaigns.

5) Post Purchase Evaluation

The final stage of the theory is arguably the most important stage for both the company the product came from and the consumer. 

Hopefully the customer finds that the product they purchased has met or exceeded the promises the company made about their product and the customers own expectations. If this is the case they will be likely to leave a good review and share the company's website with others, increasing the chances of your product being purchased again.

Bibliography

Dudovskiy, J. (2022) Consumer decision making process: A detailed analysis, Research. Available at: https://research-methodology.net/consumer-decision-making-process-a-detailed-analysis/ (Accessed: November 10, 2022).

Sumpton, P. (2022) Marketing theories – explaining the consumer decision making process, Training Courses & Accredited Qualifications for Professionals. Available at: https://www.professionalacademy.com/blogs/marketing-theories-explaining-the-consumer-decision-making-process/ (Accessed: November 10, 2022).