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Consumer Decision Making

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"A consumer is a shopper who is sore about something." - Harold Coffin (1905 - 1981), American Humor Columnist for The Associated Press. Note on Consumer Decision Making Process is an Article by Ken Matsuno. In the article Ken has identified a five stage process by Source: Adopted from Kotler (1997), Schiffman and Kanuk (1997), and Solomon (1996). The steps in this model demonstrates the process in which consumer apply when seeking a product. The five steps of the model are: problem recognition, information search, evaluation and selection of alternatives decision implementation and post-purchase evaluation. "Even the once simple home mortgage now has so many flavors and styles and variations that it is difficult for people to make a decision." - Scott Cook, American Businessman, Co-Founder of Intuit, Inc.
Problem Recognition is the stage in which the consumer recognizes a problem or a need. For example, a consumer may have an existing product that may be obsolete or it is unable to perform to the consumer’s individual need. Now this is where the consumer realizes there is a need for change or there is a new desired state. Information Search is the stage in the process where the consumer begins to seek information about products that may better serve their need and desires. Consumers may seek to ask their peers about the various products on the market or even those who may have already been through the process for a similar product. Another means of Information Search is that the consumer may get reviews online about the product. There are various brands of any particular product so consumers will compare the features of each brand to along with the cost. Evaluation and Selection of Alternatives is the stage where the consumer or buyer will evaluate the features of each item in relation to their individual or specific needs. Also the distinctions among the need,

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