Ch. 6 - Consumer Decision Making

In reading through chapter 6 I think the most important part of the chapter is the Consumer Decision Making Process. The process consist of the following 5 steps;

1) Need recognition
2) Information Search
3) Evaluation of alternatives
4) Purchase
5) Post Purchase Behavior

I never thought about this process until I read it...even though this is the process I take when buying things all time...quite interesting.

The need recognition is when a consumer realizes that they have a need to make a purchase. It is the first step that triggers the consumer decision making process, and as a girl it is my favorite.

The second step is the information search. This is the process we as consumers take to investigate the item we want to buy. For example, I just purchased a new refrigerator, but before I picked out the perfect one I went online to check my local stores and found ads that advertised the different brands and models on sale. I was able to get all the information I needed about my new fridge without even going to the store - of course you could also do your information search at the actual stores but looking online is probably the easiest and most convenient way to get the most information you need without actually heading out. The downside to doing your information search online is that you don't have the luxury of being able to "feel" your item.

The third step is the evaluation of alternatives. Now, I don't think that every consumer uses this step, for example, I did use this step when I was doing an information search for my new refrigerator. Before I made my purchase I wanted to see all the different brands and models and I wanted to compare them in quality and price. But when it comes to my company, Coach I don't think that consumers are looking for the alternatives to a Coach bag or wallet. Most of Coach's consumers already know the products, the quality of the products and the price. If your happy with your Coach purchase then chances are you don't need to evaluate alternatives when deciding it's time for a new bag.

The fourth step is the Purchase step. In the case of my company I believe that as a consumer either your buying it or your not. If you've done your information search and determined that the Coach quality and price are right for you then your purchase is pretty simple. You won't go through the "to buy or not to buy" process and internal struggles that other purchases may put you through.

The final step in the Consumer Decision Making Process is the Post Purchase Behavior. If you purchase a product from Coach and end up happy with it then chances are your expectations have been met. You will probably end up returning to a Coach store to purchase other items in the future. If it turns out your not happy with your products then most likely you will either return your item for a refund or exchange or you'll never return to Coach again. Post Purchase Behavior is very important to a business because most businesses count on repeat costumers. They build their business on the loyal customer who loves their brand and products. I think most businesses understand that you can probably sell your products easily but what matters is whether the costumer is happy enough with your product to come back for more...when you have that as a business, your golden.