Consumer Decision Process Analysis

TYPOLOGY OF CONSUMER DECISION PROCESS

Stages of the Consumer Buying Process Any Consumer Buying Decision follows 6 stages in case of complex decisions. Actual purchase is only one of the stages of that process, and not all decision processes will lead to a purchase.
1. Problem Recognition (awareness of need): It is actual difference between the desired state of being and the actual condition of consumer. This is the stage where marketers help identify the deficit in assortment of products. The need could either be inherent or invoked by advertising.
2. Information search: After a need has been identified, a consumer tries to gather as much information as possible, depending upon degree of involvement. It can be both internal and external.

Purchase: This is stage where the actual transaction is done. It may differ from decision, sometimes due to time lapse between decision and actual purchase or product availability. This is a result of the fact that consumers are not always rational with purchases.
6. Post-Purchase Evaluation: After the purchase, consumers look to their immediate social circle and family to validate their purchase. There are two major outcomes; Satisfaction or Dissatisfaction. If it gains acceptance, the consumers may become loyal to the brand, and in case of dissatisfaction, they may trash the brand altogether. This is a case of Cognitive dissonance. Here, marketers can improve overall satisfaction by guarantee and warranty schemes, refunds and returns so that the consumer doesn’t feel cheated.

Typology of Consumer Decision Process
Based on the degree of involvement and the amount of difference perceived between competing brands, there 4 types of consumer decision processes
1. Extended problem solving: Significant perceived brand differences, High consumer involvement
2. Dissonance reduction: Minor perceived brand differences, High consumer involvement
3. Limited problem solving: Significant perceived brand differences, Low consumer involvement
4. Tendency to problem solving: Minor perceived brand differences, Low consumer

However, on survey it has been found that very few consumers are aware of the existence of Whirlpool in the market in the modular category, and still perceive it to be in the mid-entry level segment. There is very little information regarding the range. But the consumers who have actually used it have given positive feedback. It appears that the salesmen aren’t too keen on pushing the products. As a result, competitor brands such as Faber, Kaffe and Siemens automatically eat up into its market share