Essay On Consumer Decision-Making Process

4.1 Introduction

This unit is all about thinking the way a common customer thinks and finalizes before he finally comes on to make a decision about his product to buy. The purchase that a consumer makes is just that part of a decision making that is visible to all. There are several stages involved in the complex process which directs the shoppers in the decision of getting a product. For each of the organizations that are interested in improving its marketing strategy, the only way out is looking at the customers, befriending them and subsequently make an increase in the sales.

4.2 Objectives

Every decision making process is fuelled by a set of motives; desires or needs making people buy that thing. This is all about the set of thoughts,

emotional product buying motives, and b. rational product buying motives.

A. Emotional Product Buying Motives: The scenario when the individual decides to buy a product without thinking over the thing quite logically and carefully, and does not reason much with himself, the buyer is definitely influenced from emotional product buying motives. There are product buying motives which are defined as following:

a. Pride or Prestige: The strongest and most common emotional motive among people which drives buying is pride. There are several buyers quite filled with pride upon possessing some product, wherein they believe that the possession of some product increase the status of social prestige. As a matter of fact, there are products sold by appealing to the buyer’s pride and prestige. The most common example will be diamonds: the diamond merchants often sell the products by making a suggestion that possession of the diamonds is going to be a hefty increase in the prestige or the social status.

b. Imitation/Emulation: Emulation is the act of imitating people who have done something meaningful to them. A common example is the families are hugely interested in owning a car when they see someone within their neighborhood doing the