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The purchase decision and actual purchase also have interesting dynamics than can be used by marketers. Product availability may for example cause a discrepancy between the purchase and purchase decision.
The post-purchase evaluation is also an important stage, as this relates to consumer satisfaction or dissatisfaction and may once again lead to positive or negative word of mouth. The product or service provider should therefore ensure that marketing claims and actual customer experience correlate as closely as possible. Other elements that can influence post-purchase evaluation include post-purchase communication and warranties. If these are perceived to be of high quality and fulfill the expectations of promised value, the post-purchase evaluation will be positive.
Marketers should also take into account the various personal, psychological, and social factors that influence purchasing decisions. These integrate to influence purchasing decisions, and can be determined by marketing research. While no two persons are the same, marketers...
This is particularly important when a company expands to other countries. In such cases, it is important to recognize that the values in other countries can be vastly different from those in the home country. Marketing strategies should therefore be adjusted to reflect this.
Marketers should also recognize that society changes with time, and that social values from a decade ago cannot be assumed to be the same for the current market place. Personal and psychological needs also change, and marketers therefore need to continuously update their basis of knowledge through research.
Sources
Brown, Alex L. (1996). Consumer Buying Behavior. http://www.udel.edu/alex/chapt6.html
Richarme, Michael. (2002). Consumer Decision-Making Models, Strategies, and Theories, Oh My! Decision Analyst. http://www.decisionanalyst.com/publ_art/DecisionMaking.asp
Sources
Brown, Alex L. (1996). Consumer Buying Behavior. http://www.udel.edu/alex/chapt6.html
Richarme, Michael. (2002). Consumer Decision-Making Models, Strategies, and Theories, Oh My! Decision Analyst. http://www.decisionanalyst.com/publ_art/DecisionMaking.asp
Verizon Wireless Environmental Factors There are a number of environmental factors that go into the decision of not only what wireless provider a customer uses, but what type of plan they will buy. The major external factor is the technology at the heart of wireless. Rapid new product cycles are driving wireless sales, and they can also encourage consumers to buy for specific time frames. Further, the development of technology is such
Consumer Decision-Making Processes The holiday season is upon us again, and it is the biggest season of the year for retailers. American consumers will buy an average of around $700 on goods and services related to the holidays, which equates to the range of $224 billion. Analysts further break down the market between those who are of relatively limited financial means and just try to survive the holidays, and those who
Alternative evaluation: At this instance, the customer evaluates the brands and products that are in their suggested set. Customers appraise substitutes in terms of the practical and psychological reimbursement that they present. The marketing association wants to recognize what benefits customers for what they are looking for and then which features are most significant in provisions of making a choice. The related inner psychological procedure that is linked with the
The supposed significance of the job can be serious to determine how much time and endeavors customers dedicate to search for information and evaluating options. People pay attention to information professed to be significant and applicable to them. Common cognitive restraints and dissimilarities in experience and situation pressurize decision making. Customers have confines on their capability to use information. These cognitive restrictions sway how customers look for the information,
Consumer Behavior Consider decision making Rational consumer behavior: What can organizations learn? The consumer decision-making process can be conceptualized as a rational, economic model or a subjective, psychological model. The first stage involves the recognition of a need, followed by a search for information, evaluation of alternatives, the purchase, and is concluded by the post-purchase evaluation (Buyer behavior, 2012, tutor2u). This process can be long and laborious or relatively short in duration, depending
decision-making processes prevalent organization. As a Learning Team, collate, compare, contrast findings individual team members. Mary Kay Cosmetics Decision-making at Mary Kay Mary Kay is a cosmetics company that has always focused on using door-to-door and home-based salespersons to showcase its products to the public. These salespersons were once almost exclusively drawn from a pool of women, typically mothers with school-aged children seeking part-time work. The organization teaches sales consultants what