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CONSUMER DECISION MAKING PROCESS
The
process of consumer decision making that will directly affect the marketing
strategy of a business firm. How a consumer select products that will affect
marketing affect the marketing strategy of a business firm. The process by
which consumers make decisions must be understood in order to develop strategic
applications. Consumer decision making is not a a single process, this is a
combination of many activities. The process of consumer decision making based
on following aspects.
·
Price of product
·
status level
·
basic needs
·
usage
there
are two dimensions for consumer behavior first one represents a continuum from
decision making to habit, consumers can base their decisions on a cognitive
process of information search and evaluation of brand alternatives. On other
hand, little or no decision making may take place when the consumer is
satisfied with a par. The second dimensions depicts a continuum from high to
low involvement in purchasing. Such purchases are closely related to consumers
ego and self image.
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