Introduction
In the decision making of most consumers, there are five stages in which they undergo. These processes undergo without the consumers noticing it. The five stages are as follows: need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. This paper will discuss these processes. An example will also be given to further emphasize each point. Also, the impacts of the internet and social will be discussed, in relation to how the consumers make these decisions.
Need Recognition
Need recognition is the stage in which the consumer identifies what he needs to buy. In this stage, there is a need for a deciding factor for the customers to identify that certain need. There needs to be a certain trigger so that the consumers will notice and prioritize that need (Professional Academy). For example, a consumer will buy a pair of shoes when he realized that his shoes are getting old, or if his feet is getting bigger. Also, he will also be triggered to buy if he likes a certain design, and if he feels like the shoes will look good to him. Of course, there are still other reasons, but all of them lies in the amount of resources (money) he will allocate for a new pair of shoes.
Information Search
Information search, as the name implies, is the stage wherein the consumers find a reliable source of the need. The information can be obtained by looking through stores personally or online. Also, the information can be given by other people, who recommended that source (Professional Academy). After the information becomes sufficient, the consumers will then consider the advantages and disadvantages of the choices that they found. In other words, the information they need is the one which suits perfectly for their own satisfaction and resources (Professional Academy). From the previous example of buying a pair of shoes, a consumer will find an information, based from their previous experience, or from recommendation of other people. Also, they will also find information, based on the brands they wanted, and from the type of shoes they wanted to find. The consumers consider getting a pair of rubber shoes
Evaluation of Alternatives
In relation to the consumer’s first choice in selecting products, they will still consider the other options. This is where the alternatives enter. Consumers will consider these options, especially if they prioritize quality, price and degree of satisfaction (Professional Academy). Continuing with the example, if a consumer wanted to buy a pair of rubber shoes, and their preferred brand does not specialize in rubber shoes, then there is a high chance that the consumer will consider looking for other brands. Since the customer wanted a high-quality pair of rubber shoes, then they will evaluate the other brands which specialize in this kind of footwear. Afterwards, the consumer will consider the price, to see if the quality deserves the price. In this case, his main choice is a fitness shop and a branded store
Purchase Decision
Based from the obtained information, the consumers finally make the decision at this stage. From the assessment of their primary choice and the alternatives, the consumers finally buy the product they wanted. The consumers will now go to the store, or buy online, and they finally receive the product (Professional Academy). Going back to the example, the consumer finally chooses a certain brand for his new pair of rubber shoes. He preferred to buy his shoes in the fitness shop rather than in branded store. The basis of his choice is mainly the price of the price of the shoes. From his assessment, he found out that the quality of the shoes is the same in both stores.
Post-Purchase Evaluation
The post-purchase evaluation is considered as the final stage of consumer decision. At this stage, the consumers evaluate if they are satisfied with their decision. This satisfaction check will then determine if they will become a customer of the store, where they bought the product. Otherwise, they will look for other information to rely on their future purchase. Depending on their decision, they will potential influence future consumers, depending on their experience with the product. In the example, the consumer becomes satisfied with his new rubber shoes. The product met his expectations. As a result, he shared his experience to the other consumers, who wanted to purchase rubber shoes. He recommended the fitness store, and this will affect the decisions of those who knew of his experience.
The Impact of Internet and Social Media in Consumer Decisions
Nowadays, internet and social media become a major influence to most people, especially to those who regularly visited these platforms. Likewise, these two means became a major source for consumers who wanted to find the product they wanted. According to Al Mukhaini, Ismael, and Al-Dhuhli (2015), popular social media websites, such as Facebook, Twitter, and Instagram are the ones who have the most influence on consumers. Within these sites, consumers find the product they wanted, and they easily make decisions on whether to buy the product or not. The main reason is that these sites have more availability than in the stores. Also, they do not need to go outside just to find the product. Just a single click and they will be able to find and assess the said products (Al Mukhaini, Ismael, & Al-Dhuhli, 2015). Overall, the impact of the internet and social media is that the consumers use less time to find their desired product. Moreover, the internet provides a wide range of choices, since other stores have their own websites as well. In terms of making decisions, the internet provides review from other consumers, thus influencing the future consumers in the decision they will make. They can have a preliminary assessment on whether the products or the stores have a high quality and level of service.
References
Al Mukhaini, E., Ismael, S., and Al-Dhuhli, I. (2015). The Impact of Social Media on Consumer Buying Behavior. Sultan Qaboos University.
Professional Academy. (n.d). Marketing Theories – Explaining the Consumer Decision Making Process. Retrieved 22 Januaray, 2017, from http://www.professionalacademy.com/blogs- and-advice/marketing-theories---explaining-the-consumer-decision-making-process
