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GR3 MRCB

The document discusses consumer decision making and related issues. It describes the five steps of consumer decision making, including problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. It also discusses after sale, customer satisfaction, relationship marketing, and related issues that influence consumer behavior such as cultural influences and opinion leadership.

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38 views6 pages

GR3 MRCB

The document discusses consumer decision making and related issues. It describes the five steps of consumer decision making, including problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. It also discusses after sale, customer satisfaction, relationship marketing, and related issues that influence consumer behavior such as cultural influences and opinion leadership.

Uploaded by

Orlando Alijar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Republic of the Philippines

BALIAN COMMUNITY COLLEGE


4018 Brgy. Isla, Pangil, Laguna

BACHELOR OF SCIENCE IN ENTREPRENEURSHIP


Course Market research and consumer behavior
SEM/A.Y 2nd
Module Consumer Decision Making, After Sales and Related Issues
Content Consumer Decision Making
I. Consumer Decision Making
II. Five steps of consumer decision making
 After Sale
 Customer Satisfaction
 Relationship Marketing
III. Related Issues in Consumer Behavior
 12 list of related issues in consumer behavior
a. Diffusion of Innovation and Opinion Leadership
 Four basic elements of this process
b. Opinion Leadership
 Characteristic of opinion leaders
LECTURE CONSUMER DECISION MAKING
It is the method used by marketers to identify and track the decision making
process of a customer journey from start to finish. It is broken down into 5
individual stages
5 STEPS OF CONSUMER DECISION MAKING PROCESS
1. Problem Recognition
The first stage of the process is working out what exactly you or the
customer needs. The customer feels like something is missing and needs to
address it to get back to feeling normal. If you can determine when your
target demographic develops these needs or wants, it would be an ideal
time to advertise to them.
2. Product Information search
This is the search stage of the process. Information is not only gathered
about stuff and on things but from people via recommendations and through
previous experiences we may have had with various products. In this stage
a customer is beginning to think about risk management. People often don’t
want to regret making a decision so extra time being put into managing risk
may be worth it.
3. Alternatives Evaluation
This is the time when questions start being asked. Is this really the right
product for me do? Do I need a different product? If the answers are either
“No it’s not right” or “yes I need a different product” then stage 2 may
recommence. The stage 3 to 2 transition may happen several times before
stage 4 has been reached. Once the customer has determined what will
satisfy their want or need they will begin to seek out the best deal. This may
be based on price, quality, or other factors that are important to them.
Customers read many reviews and compare prices, ultimately choosing the
one that satisfies most of their parameters.

4. Purchase Decision
The customer has now decided based on the knowledge gathered what to
purchase and where to purchase what they desire. At this stage a customer
has either assessed all the facts and come to a logical conclusion, made a
decision based on emotional connections/experiences or succumbed to
advertising/marketing campaigns, or most likely a combination of all of
these has occurred.

5. Post-Purchase Evaluation
Satisfaction or dissatisfaction. The review stage is a key stage for the
company and for the customer likewise. Did the product deliver on the
promises of the marketing/advertising campaigns? Did the product match or
exceed expectations?
If a customer finds that the product has matched or exceeded the promises
made and their own expectations they will potentially become a brand
ambassador influencing other potential customers in their stage 2 of their
next customer journey, boosting the chances of your product being
purchased again. The same can be said for negative feedback which, if
inserted at stage 2, can halt a potential customer’s journey towards your
product.
AFTER SALE
In terms of consumer decision-making, the “after-sale” phase refers to the
period following a purchase when the consumer evaluates their satisfaction
with the product or service. This phase includes factors such as product
performance, customer service, warranty fulfillment, and overall post-
purchase support.

Customer satisfaction
Defined as a measurement that determines how happy customers are with
a company's products, services, and capabilities. Customer satisfaction
information, including surveys and ratings, can help a company determine
how to best improve or changes its products and services.
Relationship marketing
A facet of customer relationship management (CRM) that focuses on
customer loyalty and long-term customer engagement rather than shorter-
term goals like customer acquisition and individual sales. The goal of
relationship marketing (or customer relationship marketing) is to create
strong, even emotional, customer connections to a brand that can lead to
ongoing business, free word-of-mouth promotion and information from
customers that can generate leads.

RELATED ISSUES IN CONSUMER BEHAVIOR


Consumer issues refer to a wide range of problems that consumers may
encounter in the process of purchasing, using, or disposing of goods and
services. Related issues in consumer behavior encompass cultural
influences, social factors, psychological aspects, and situational variables.
Understanding these elements helps businesses tailor their strategies to
meet diverse consumer needs and preferences. Marketers must adapt to
evolving trends and consumer motivations to stay relevant in the dynamic
marketplace.
Certainly, here’s a list of related issues in consumer behavior:

1. Cultural influences: Customs, values, and traditions that shape


consumer preferences affecting consumer behavior.

4. Situational variables: Contextual factors like time, place, and mood


impacting purchase decisions.

5. Marketing stimuli: Advertising, promotions, and branding strategies


influencing consumer perception and behavior.

6. Economic factors: Income levels, pricing, and economic conditions


affecting consumer spending patterns.
7. Technological advancements: Impact of digital platforms, e-
commerce, and online reviews on consumer behavior.

8. Environmental concerns: Growing awareness of sustainability and eco-


friendly products influencing purchasing decisions.

9. Social factors: Peer pressure, reference groups, and social norms


influencing purchasing decisions.

10. Psychological aspects: Motivation, perception, attitudes, and


personality traits

11. Demographic factors: Age, gender, ethnicity, and family structure


shaping consumer preferences and behavior.

12. Decision-making processes: Rational and emotional factors guiding


how consumers evaluate alternatives and make choices.
DIFFUSION OF INNOVATION AND OPINION LEADERSHIP

DIFFUSION
Wikipedia – Spread; the spreading of something more widely.

A macro process concerned with the spread of a new product an


innovation from its source to the consuming public. Diffusion of innovations
is the process by which acceptance of an innovation (new products or new
service or new idea) is spread by communication (mass media, sales
people, informal conversation) to members of the target market over a
period of time.

We as consumers always find a new innovation-idea or product or even


new service attractive. However, for the firm which is trying its hand at the
new innovation, there is always a question hanging around “How fast will
the diffusion of the innovation take place?”. This is to say that any
innovation has got an element of risk involved. The firm will introduced a
new concept or a new product after intensive research is carried out by it.
Thus, we see that the process of diffusion of innovation is very critical to a
firm.
The four basic elements of this process are:

1. The innovation
2. The channels of communication
3. The Social System
4. Time

Opinion Leadership
An issue of considerable importance to consumers and marketers alike-
the informal influence that others have on consumers’ behavior and the
dynamic processes that impact consumers’ behavior is the nature and
dynamics of the influence that friends, neighbors, and the acquaintances
have on our-consumer related decisions. This influence is often called
word-of-mouth communications or the opinion leadership process.

Opinion leadership is the process by which one person (opinion leader)


informally influences the actions or attitudes of others, who may be opinion
seekers or merely opinion recipients. This informal flow of opinion related
influence between two or more people is referred to as word-of-mouth
communication. The person leaders are very often a part of the social group
and also have social communication network.

Characteristic of opinion leaders

1. More involved in the product category


2. Have local friendship and social interaction
3. Can disseminate information
4. Have high credibility
5. Have more self-confidence ,are more sociable and can take risk.

REFERENCES

https://l.facebook.com/l.php?u=https%3A%2F%2Ffanyv88.com%3A443%2Fhttps%2Fwww.professionalacademy.com%2Fblogs

%2Fmarketing-theories-explaining-the-consumer-decision-making-process%2F%3Ffbclid
%3DIwAR1fwVapojJsmFTZw3emrtRamh4VFcrxH4qFUcWkk7sTVDcSbHO7_5HROb4&h=AT2B

QcOfYy-RJv2WT9uINhwmFzuB1qoOJxiaTxzooCpwTeeNgPLtgYz9vby-

Rut1Fy8bZaPnryPpqNa8NIpeyE9J6kJ0f5CJJYQ2xbBFtqHnVPyhgSS7TJ6Wn75a5Yem1mQqPw

Opinion Leadership and diffusion of innovations - OPINION LEADERSHIP & DIFFUSION OF

INNOVATIONS - Studocu

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