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CEJ Decision Summary Paper Part 1

Figure 1. Asics running trainer

I purchased an Asics running trainer from the store that is shown in figure 1 above. The

level of involvement was quite high as I wanted the best quality I would ever get. A positive

attitude with a high involvement level I was able to evaluate the same product as offered by

different companies. Furthermore, a low involvement would mean less evaluation for as many

companies as possible. On the other hand, when a person thinks of purchasing a new product an

individual is bound to have several uncertainties which are referred to as the perceived risks

(Solomon 318). In the process that a customer is involved in when making a decision, in this

case, the purchase of running trainers they experience the functional risk. The functional risk the
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customer my fears that the product will not meet the benefits the company is talking about. For

instance, the quality of the product is poor such that it does not even sever the least time possible.

Identify and describe the level of problem solving that you engaged in for information

search, evaluation and your selection for this product purchase

Problem Recognition

On the problem recognition stage, an individual who needs to purchase a product must in

the first place have a need. A need is triggered by both internal factors and external factors

(Bhattacharya 698-714). In the first process of my decision making, I decided to buy a new pair

of running trainers. My old running trainers were worn out and needed to be replaced. They were

no more comfortable and the pair I previously used had not lasted for a long time. Discomfort

and very appealing advertisements created the need for new trainers. Therefore, it was up to me

to search for a better quality product this time.

Information search

To solve the problem of poor quality I had to search relevant information. The platforms

of search have really changed due to the changes in the technological changes. There is the old-

fashioned search method where one is required to go to the store in person and there is the online

shop where Google has made it simpler for the customers of these products. I also used

information from my friends who I find with very good quality running trainers. Such

information helped me find a good quality trainer without having to fear for so many risks.

Through the search engine of google would certainly search for “what is the best trainer for dirt

running?” keep in mind that the trainers I have used in the past and have not been of good help to

me.
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Through evaluation, I was able to make the right decision without regretting the

processes I had gone through. I read the review of the product and compare the prices of the

same product. Once I chose what kind of trainers I needed I had to check to the satisfaction it

gave to me. In this case, I was keen to check on the quality, price, the color and the size.

Buying the trainers

In this stage, there are two factors that affect the decision making of the customer. The

factor of negative feedback from friends who have used the product before and from motivation

to accept the feedback (Solomon 318). By this, I mean that a potential customer may change

their mind and forego purchasing the desired product for another because they were told of the

negative side by an individual who has used it before. Moreover, the decision to purchase maybe

be postponed because of loss of job or relocation of the individual.

Based on the knowledge I gathered I was able to settle on the trainer I really wanted. In

regard to my experience with trainers, my emotions to the trainers, the influence of

advertisements as well as friends I made a logical conclusion. I had to now search on where to

find the trainers I had settled on so that to make the purchase. Although I thought I had a bad

experience with all my trainers, I remembered as I went through my research that I had one

experience with Asics trainer’s runners. It was of the best quality as well as good pricing in the

market. There were the real athletic trainers and the positioning of the trainers was in a sport

shoe shop rather than a general she shop.

The marketing mix of the company, which is the pricing, place, promotion, and product

were well set up for a customer convenience. Promotion more especially, increased my desire to

purchase the trainer because the message was persuading and very attractive. The product helped

me discover the problem I had and the opportunity to get the product at a very affordable price.
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During the personal selling promotion I was able to gather some details on the platforms I should

visit to gather more information about the product.

The brand of the Asics trainer has not been at the top of the market lately. I had little

information about the product brand, although I had used it at some point in my childhood. My

perception towards the product brand was that I would not go beyond the expected and usual

time for the trainers. After interacting with the sales person on my first encounter I gained some

knowledge and enquired from my friends. The discussion motivated me to move forward to

searching about the product.

CEJ Decision Summary Paper Part 2

Information for a product is obtained through various platforms such as Personal

Contacts, Commercial Information Sources such as Electronic media, Sale Persons and lastly

through Previously Purchased Experiences. On the other hand, I consulted from my friends on

whether they had heard about the brand and what their experience was when they used them.

I remember my friends confirmed my doubts about the quality of the Asics trainers I

searched for so many areas of the media. I visited the reviews, website of the product and later

contacted the sales person whom we had meant all in one day. The desire in me had grown to

another level. However, the reviews were more important to me when acquiring the information.

It was a feedback platform and the customers of the brand will express whatever they felt the

brand was worth to them.

I decided to choose the Asics trainer because it was the best for the running practices I

take. It was efficient to use and was in line with the purpose I had. On purchasing the Asics

trainer, I was given a maximum of two days for exchange if it did not fit me as I expected. It was

a compensatory that did not involve money.

I had no loyalty to the brand as I had just been introduced to it. After using the Asics

trainers that is when I gained the loyalty such that I cannot purchase another brand. The company

has various ways through which one could purchase a product. I used the multi-channel outlet

through the email. I placed an order through my email which was then delivered. There are the

traditional and the electronic means of purchasing a product. The traditional means maybe very

inconvenient for a busy individual so I used the electronic.

Post Purchase satisfaction or dissatisfaction

After purchasing the product, customers are in a habit of comparing the product they

recently purchased by the previous one. In my case, I had a good experience with the trainers I

purchased. The brand image for the Asics running trainer has a variety from which one could

purchase from thus covering the taste and preferences of most customers. The trainers have

exceeded my expectations as it has served me even longer compared to other trainers. I will

certainly buy them again when they are torn. I have talked to my teammates to use the product

and benefit from its quality.

Work cited

Bhattacharya, Arijit, et al. "Green supply chain performance measurement using fuzzy ANP-

based balanced scorecard: a collaborative decision-making approach." Production

Planning & Control 25.8 (2014): 698-

714.https://www.tandfonline.com/doi/abs/10.1080/09537287.2013.798088

Lehnert, Kevin, Yung-hwal Park, and Nitish Singh. "Research note and review of the empirical

ethical decision-making literature: Boundary conditions and extensions." Journal of

Business Ethics 129.1 (2015): 195-219. https://link.springer.com/article/10.1007/s10551-

014-2147-2

Solomon, Michael R., et al. Consumer behavior: Buying, having, and being. Vol. 10. Pearson,

2014..https://s3.amazonaws.com/academia.edu.documents/38962867/Consumer-

Behavior.pdf?

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