Question

175 words discussion

Consumer behavior has a major part in the development of a marketing strategy. What are some of the elements of the consumer behavior decision-making process? Why is it important to understand these elements? How would you apply them to a marketing strategy?

Answer 1

In summary, this essay reveals that considering the customer purchasing decision-making process is very significant for marketers' work. The paper also emphasizes that identifying the problem or need of the potential customers is the most important stage for any effective marketing strategy. This is because understanding what the target market needs enable marketers to avail commodities that will best satisfy consumers' needs.

Explanation:

Consumer purchasing decision process

The consumer purchasing decision process is part of a crucial decision-making process applied by the consumers regarding market transactions during purchasing, before or after attaining the product or service from the market. Consumer purchasing decision making is also a psychological process. It is significant for marketers to understand the consumer buying decision process to suitably work on their needs. Consumers' interests are the focal point for the marketer's mode of work. This model where marketing decisions are based on consumer interests is important in satisfying the purchasers' needs and gaining their trust. The following are the five key stages of this process.

Problem recognition

This the first and most important process of the customer purchasing decision-making process. This is because no purchasing will occur without the identification of what is needed. The need might be internally triggered or caused by external influence.

Searching information

After recognizing the problem, consumers need to search for appropriate information regarding what they need. Searching for viable information enables one to get the best solution for his or her problem or need.

Evaluating available options

Marketers need to understand how customers view different brands of products and services. This entails consumers' attitudes towards certain commodities and services. Marketers should venture more in commodities in which consumers have a positive attitude in them.

Buying decision

This is the stage where the actual purchasing of the selected products and services takes place. This purchasing decision might be interfered with by negative consumer feedback or weak motivation to accept the feedback. This stage can also be affected by some unpredictable factors such as consumer relocation or financial crisis.

Post- buying behavior

This stage considers consumers' reaction after making the intended purchase. It allows consumers to evaluate their satisfaction level about their initial expectations of the service or product bought.

Marketers need to understand the elements of consumer behavior decision-making as it enables them to know the challenges and opportunities that exist within the market. This gives marketers the chance to bring into line marketing efforts with the steps customers undertake before making the purchasing decision. Marketers usually come up with strategies that enable them to satisfy consumer needs, expectations, and demands. As discussed above, at each stage of the consumer buying process marketers should know the consumer needs and do their best to surpass consumer expectations.