THE CONSUMER DECISION MAKING PROCESS AS IT RELATES TO REPLAYING A LAPTOP COMPUTER

Abstract

The consumer decision-making process is inevitably an extremely crucial element which needs to beunderstood in order to successfully meet these processes with utmost effectiveness – thus ensuring asale. Within the market place, consumers are prompted to buy and try new products and services on adaily basis; understanding their thought process with regards to decision making can be the differentbetween “make and break”. With a lack of understanding, organisations run the risk of unsuccessfullymarketing their product / service to the end user, thus rendering it obsolete – as they are not providingthe consumers decision-making process with confidence.There is a step-by-step formula which outlines a typical purchasing scenario, which as a result, effectsthe consumers decision; Problem recognition – Information search – Evaluation of alternatives –Purchase – Post purchase evaluation. This gives an understanding to organisations as to the tick listswhich they need to understand, and where they play the crucial role in determining the purchasingtendencies of consumers, Pride & Ferrell (2010).This essay will go into the decision-making process in more depth, analysing elements such as;characteristics that affect consumer behaviour, types of buying decisions, components of decisionmakingprocess and conclude with marketing recommendations – relevant to the topic at hand.