What is the consumer judgment making process? What does it take?
Answers: CONSUMER DECISION-MAKING PROCESS
The consumer purchase decision process is across the world viewed as consisting of sequential steps or stages through which the buyer pass in purchasing a product or service. the sundry steps in this process as in good health as the relevant internal psychological processes that occur at respectively stage such as motivation, perception, attitude formation, integration and learning.
A. Problem recognition—The first step surrounded by the consumer decision-making process is that of problem confession, which is caused by a difference between the consumer’s just the thing state and actual state. There are various cause of sources of problem recognition.
These include:
1. Out of stock
2. Dissatisfaction
3. New needs/wants
4. Related products/purchases
5. Marketer induced problem confession
6. New products
Examining Consumer Motivations—the way a consumer perceives a inevitability and becomes motivated to solve a consumption problem will influence the remainder of the result making process. To better understand the reason underlying consumer purchases, marketers develop considerable attention to examining motives or factors that compel or drive a consumer to transport a particular conduct.
Hierarchy of needs—one of the most basic and popular approaches to kindness consumer motivation is the classic theory of human motivation popularized by Maslow.
His ranking of needs postulates five elemental levels of human wants:
o physiological needs
o safety wants
o social/love and belonging needs
o esteem wishes
o self-actualization needs
The implication of Maslow’s hierarchy for developing advertisement that appeal to different types of needs should be discussed.
Psychoanalytic theory—One of the initial approaches to the study of consumer behaviors contained by marketing used Freud’s Psychoanalytic Theory as its basis. This approach view consumers as having complex, subconscious motivations for purchasing.
Motivation research within marketing—While very popular within the late 1950s, this nouns of study—known as motivation research—received much less attention through the 1960s and 1970s. The primer brings up several associations related to products and brands. Very recent applications of motivation research are discussed.
Problems and Contributions—Because of problems with reliability and legitimacy, and the fact that consumers be often considered as insensible and unable to control their motivations, this nouns has received substantial criticism. Nevertheless, as noted within the text, the 1990’s have seen a return of this opinion in the formulation of hype programs and strategies as demonstrated in this chapter.