Consumer Behavior and Decision Model


Abstract


Consumers play an important role in making a business profitable. A business also plays part in the market that greatly affects the buying and selling behavior. Both are plays a vital in market but at some point, the concept of making a right product or service for a consumer is not that enough. There are many things that a business should consider to create an impact. One of their business strategies is identifying the decision model and recognizing the consumer behavior in buying process.


The Consumer Behavior


Consumer Behavior is the theory used by the marketers to explain the different actions of a person that takes in purchasing and using the products or services. Consumers have their own rights to decide about the products they will or refuse to buy. There are many considerations that take a role in making decisions and influences that affect their buying process. In addition, researchers recognized the five stages of a consumer in terms of buying process which is the consumers are somehow unaware of its existence.


Major Stages in the Consumer Behavior Buying Process


The stages in consumer buying decision process gives impact in the behavior of each and every consumer and sometimes vary on what kind of products they are going to purchase or acquire.


Problem Recognition is the first stage where the need is perceived. It involves the perceiving difference between a person’s ideal and actual situations to establish a decision.


The Information Search or the seeking of the value of a product is the second stage. The information search clarifies the available options that a consumer may consider. It can be in two ways: Internal search like scanning from the past experience or knowledge; or External search like information came from family, friends, or advertisement.


Alternative Evaluation or the assessment of the value is also the third stage for buying process. After the clarification of the information, consumer may consider the different factors that may contribute to the value of the product and establish some qualitative alternatives.


The Purchase Decision which is same as the buying value is the fourth buying process stage. The purchase decision comes in three possibilities: where to buy, when to buy, and do not buy. The “where to buy” depends on different considerations such as terms of sale, past experience from the seller and its return policy. The “when to buy” is in accordance to the contributed influence like the store atmosphere, time pressure, and even sale discounts that may add to the shopping experience of a consumer. And the “do not buy” option is the available decision whether the consumer may turn down any offers.


The fifth stage is the Post-purchase Behavior or the value in consumption or use. After buying a product, a consumer compares it with expectations and may result in satisfaction or dissatisfaction. Both results affect the consumer value perceptions, communications and repeat-purchase behavior.


Many firms work to produce positive post-purchase communication among consumers and contribute to relationship building between sellers and buyers. One strategy of many firms is to use ads or follow-up calls from salespeople most especially in post-purchase stage in attempt to convince the consumers that they made the right decisions in purchasing their products. Many marketers believe that customer satisfaction is based on different attributes for different types of services. Therefore, a differentiated satisfaction from post-purchase evaluation experiences and found that consumers understand the differences of a product (, , and , 1998).  


How Do Consumers Make Decisions


Marketers find troubles in identifying the right answer on how consumers create their decisions. Firms and organizations manipulate the various principles of marketing, so that the consumers may reach to the point in choosing which products or brands to buy and which are to ignore (, 2001). Marketers need to understand the specific decision-making strategy used by each consumer in acquiring a product. If this is done, marketers can position their product in such a manner that the decision-making strategy leads consumers to select their product.


Decision Model


Many marketers of firms adopt the Decision Model to help them establish a good reputation based on consumer experiences. The decision model has greatly involved in business logic that becomes a strategic instrument of the business leaders. The decision model revolutionizes the business development and considered as an important element in decision-aware business processes.


Decision Model in Business Process


Organizations and firms use the decision model to deliver simplicity, productivity and cost-saving in terms of their business process. The business decisions correspond to the business logic presented by the decision model of the consumers ( and , 2009). Simplification or simplifying a product reveals in the decision model since consumers preferred the important use of the product rather than its physical attributes. Some of the firms were challenged by the market to create a product that can be a candidate for reuse which is economically friendly for both the consumers and the manufacturers.


The business’s process models represent all the business logic to be easily delivered but more completely, accurately, and visually ( and , 2009). Most specifically, the families may take part in using all of the delivered products that can be accessible and easy to use. One thing that may take part in this kind of deliverance is the technological aspect of the product that makes the product more efficient.


The decision model emerges as the model of the business logic or an aspect of a business system. It includes the planning models, business process models, semantic models, organization, and location models. The decision model also plays an important role in linking business and technology. It plays a role in improving how systems are tested for the conformance and satisfaction of different consumers ( and , 2009).


Conclusion


Firms or marketers should consider the important factor that may affect the consumer behavior. The value of satisfaction plays an important aspect in making future decisions for both the consumers and the firms. For most of the consumers based their trust in the satisfaction they received upon the purchased product or acquired service. It is a challenge for the firm to be successful in satisfying the needs and wants of every consumer but it is a good step to make the business fruitful.


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