Consumer decision making process kotler

Purchase decision[ edit ] This is the fourth stage, where the purchase takes place.

Consumer decision making process kotler

The consumer decision making process as it relates to a consumer who is replacing their laptop. Understanding consumer behaviour is essential to succeed in business. As Solomon et al. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers Perreau, The targeted consumer has been identified as a recent retiree who is in her early 60s.

This customer has just broken her laptop which was given to her as a gift from her daughter, four years ago and is looking for a replacement.

As she is not in tune with the latest technology developments and vast option available for her, she does not know which option will best suit her. Additionally due to this she would prefer a device with simplicity, ease of use but also longevity. This report will examine the decision making process in depth, analysing elements such as; characteristics that affect this consumer behaviour, types of buying decisions, component of decision making process and conclude with marketing recommendations.

The Characteristics that Affect Consumer Behaviour. There are four different factors all which play a crucial role in determining the action of consumers. It is important that marketers understand these affecting characteristics as they can determine the difference between buying or not.

Figure 1, Factors influencing consumer behaviour. Data collected 11am on 9th March Especially as this consumer does not have the same level of knowledge, ownership and interest in technology. Davis report shows seniors in similar situations tends to rely on younger generations for advice, education and help in this area as they would have grew up exposed to this era.

The Types of Consumer Buying Decisions.

What is a Decision Making Unit (DMU)?

Figure 2 shows the four different categories and how they are each classified. Depending on how involved the consumer is with the purchase and how significant the difference is between the brands available, a buying decision can be classified as complex, variety-seeking, dissonance-reducing and habitual.

Consumer decision making process kotler

Figure 2 Four types of buying decision behavior. This is due to the fact that the product is expensive and the consumer will need to be highly involved with the purchase.

As there is a wide range of options available with significant differences among each brand, this purchasing decision will take a long time especially because the consumer has much to learn regarding the product category.


There is also a high risk associated with this purchase as she particularly wants a product with simplicity but with great quality and longevity.

She will be required to spend an extensive period of time evaluating the different options available which according to keynote market report of the UK market, is a vast range including personal computers, laptops, notebooks and tablets computers. The Components of the Decision-Making Process.

Consumer decision making process kotler

The need can be triggered by internal or external stimuli. Armstrong and Kotler, This stage is usually one of the longest processes as information can be gathered from a range of different sources.

This is certainly the case for this customer as she is not familiar with the advancement in technology she starts with her personal source which is usually the most effective and influential and draws on the opinions and experiences of younger friends and family members.

This consumer particularly required a device that is of ease of use but can still perform all basic roles of a laptop. An affordable option is also vital as she is now a retiree but will be using her savings for this purchase.

She also wanted a reliable brand that will be durable and last the upcoming years. This could generally be the buyer most preferred brand but two factors can come in between these processes, the attitude of others and an unexpected situational factor.

The staff at Argos provided her with excellent service and they were very friendly and informative throughout the whole purchase process, offering her with great advice and deals. She feels pleased with her purchase.Kotler and Armstrong ) Model for Consumer behaviour It is vital element for the marketing managers the buying decision.

Therefore, marketing managers try to find the needs of the consumers and observe how the consumers response to a variety of different marketing activities which a firm might /marketing-consumer-decision-making. · To understand the complete process of consumer decision making, let us first go through the following example: Tim went to a nearby retail store to buy a laptop for himself.

The store manager showed him all the latest models and after few rounds of negotiations, Tim immediately selected one for The purchase decision is the fourth stage in the consumer decision process and when the purchase actually takes place.

During this time, the consumer may form an intention to buy the most preferred brand because he has evaluated all the alternatives and identified the value that it will bring /the-consumer-decision-process.

Marketing Theories – Explaining the Consumer Decision Making Process. Visit our Marketing Theories Page to see more of our marketing buzzword busting blogs..

The Consumer or Buyer Decision Making Process is the method used by marketers to identify and track the decision making process of a customer journey from start to . Here, the process of consumer decision making is very simple, where consumer does not search for information and evaluation of the product before purchasing (Kotler ).

Lastly, Variety Seeking Buying Behaviour occurs when there is low involvement of consumer but significant differences between brands (Kotler Online consumer decision making process. A Study on factors influencing consumer buying behavior in Items 19 - 39 traditional consumer/market research), and then work out the necessary to study the consumer buying decision process in this

Consumer Buying Behavior and Decision Making Process Research Paper -