Consumer Decision-Making Process

Stages of consumer’s decision making process.

Marketing manager is who are managing the marketing resources of products on trade. A marketing manager be in changes of one product or label for a wide arrangement of goods and services. Understand the desire from consumer is a one of the important things that marketing managers highlights. Consumer behaviour relates how consumer use and arrange of the pay for products and services. It is also how consumer makes a decision pay for anything. An effecting consumer decision making is a buyer that have moderate knowledge and past endure did more processing available information. More knowledgeable consumer tend to process very smart and ascribe based on assess in early and brand based judge in later

(Refer to figure 1 in Appendix 1)

Firstly, need recognition is a top stage for consumer decision making process. There are has three important things which are need recognition, want, and stimulus. Usually need recognition is the results that an imbalance between definite and hope, while a want is the technique that a consumer want to goes about the needed. Stimulus like an effect of any input that give affected to one or more of the five sense which are hear, touch, taste, sight, and also smell. Then, need recognition includes internal and external stimulus. Internal stimulus a one thing that happened in a person’s experiences such as hunger. According to C.L. Tyagi (2004), internal stimulus includes one of a normal consumer’s requirement like thirst and sex and it increase entrance stage and becomes operate. For instance, a person can hear that his stomach are growl and automatically he detect that his are really hungry. Next external stimulus are control from exterior cause. For the example when someone suggest of a new restaurant, the new design of

After consumers identify the need, the consumers should search the information about product or service before they buy either the information from stored in the memory or outside sources (Teo & Yon, 2003). According to Lee (1990), the information search is divided by two internal search and external search. The internal search refers to the information from the memory that they recalled back about the product that they ever used before and it also from the existing knowledge about the product and service (Engel, Blackwell & Miniard as cited in Lee, 1990). Other whiles, the external search is about the information from “personal interaction by word of mouth or mass-market communication like advertising” (Holbrook & Hirschman as cited in Lee, 1990). Glassock and Fee (2014) stated the most external search consumers get are from word of mouth from family and friends and from internet. Information search have four types sources there are “Personal-Marketer Dominated like sales person, Non-personal-Marketer Dominated like TV advertising, Personal-Non-Marketer Dominated like from friends or family members and Non-personal-Non-marketer Dominated members like newspaper” (Lee, 1990). These types are reflecting how the information those consumers are usually got the information about the product and