Marketing Q: Review the 5 stages of consumer decision making and the Howard- She
ID: 353227 • Letter: M
Question
Marketing Q:
Review the 5 stages of consumer decision making and the Howard-Sheth model of consumer decision making.
Then create a post on the following:
part I. Explain your decision process for any extended problem solving decision you have made recently. Go through each stage and be detailed about what you did to make your decision.
1. Need recognition (how did you recognize the need? why do you need "it"?)
2. Information search (be specific in discussing the sources you used; which had the most credibility/influence and why?)
3. Alternative evaluation (what criteria did you use? which criteria were most and least important?)
4. Purchase (how did you actually buy this - store, online, catalog? why did you choose this method of purchase)
5. Post purchase behavior - discuss your satisfaction level and why you were or were not satisfied. Did you experience any cognitive dissonance? Explain.
part II. Identify THREE products that you buy routinely (routinized response behavior). How do these products differ from your example for part I?
(Howard – Sheth model):
Extensive problem solving - early stages of decision making in which the buyer has little information about brands and has not yet developed well defined and structured criteria by which to choose among products. BUYER GOES THROUGH ALL 5 STAGES OF THE DECISION MAKING PROCESS. SPENDS A LOT OF TIME ON INFORMATION SEARCH AND EVALUATING ALTERNATIVES. (examples: house, car, spouse, college (for some), vacation (for some))
Limited problem solving - this is a more advanced stage - choice criteria are well defined but the buyer is still undecided about which set of brands will best serve him/her. Thus the consumer still experiences uncertainty about which brand is best. BUYER GOES THROUGH ALL 5 STAGES, BUT DOES NOT SPEND “SIGNIFICANT” TIME ON INFORMATION SEARCH AND EVALUATING ALTERNATIVES. (examples: clothing, appliances, jewelry, college (for some), vacation (for some))
Routinized response behaviour - buyers have well defined choice criteria and also have strong predispositions toward the brand. Little confusion exists in the consumer's mind and he/she is ready to purchase a particular brand with little or no evaluation of alternatives. PURCHASE BY HABIT. NO SEARCH FOR INFORMATION. NO EVALUATION. GO FROM NEED RECOGNITION TO INTENTION. (examples: snack food, toothpaste, soda pop, gum, tissues, vacation (for some)).
5 Stages of Consumer Decision Making Process
-Need Recognition.
-Searching and gathering Information.
-Evaluating the Alternatives.
-Actual Purchase of the Product or the Service.
-Post Purchase Evaluation.
Explanation / Answer
After securing admission in my favourite university and course, I was faced by a unique challenge - commuting to the campus, which was a good 24 kms. away from my home. Public conveyance was erratic and slow, while I could not afford a car so, a sturdy bike was the only alternative for me. I was delighted by the prospects of ownership of a bike which was to give me the freedom I desired for long.
I decided to consult Martin, one of my close friends who ran a garage and was one stop point for information on automobiles. He suggested a popular Japanese bike which was favourite among the youth, was sturdy, fuel efficient, low on maintenance and safe to ride. However, I also decided to gather the information on my own. I visited various online forums and auto sites providing expert advice for a prospective biker. I also visited the showrooms of various companies to see, feel and ride different machines within my budget and suiting my requirements. My bike had to be good looking, sturdy, fuel efficient and reliable /safe. I assigned suitable weightage to these attributes according to their relative importance for meand analyzed the options by calculating final score for every bike.
I zeroed in on a Kawasaki 250cc machine that I found to be the best after evaluation. I borrowed $5000 from my father and put in my savings for completing the payment. It was a great feeling
One month with the machine has been a dream come true. It is extremely smooth to ride, corners well, has a cushy seat and great suspension, and I don't feel that I rode for over 50 kms a day after I finish my commute every day. I save considerably on my commute bills. It has also enhanced my personal brand value.