Thursday, October 17, 2019
Consumer Behavior as a Process Essay Example | Topics and Well Written Essays - 250 words
Consumer Behavior as a Process - Essay Example This paper tells that marketing stimuli are initiated by businesses or companies, and environmental stimuli are provided by social factors according to political, cultural and economic aspects of the society. The black box of the buyer has characteristics and decision process that influence the buyerÃ¢â¬â¢s response in the market. Black box model illustrates the response of the buyer in a conscious decision process, where the buyer identifies the problem (Kuester, 117). After problem recognition, search for product or service information is started. Consumers engage in internal and external information search. Information sources are a personal experience, public sources, and commercial sources. This stage provides promotional strategies to businesses and illustrates the most effective information source for the brand. Analyzing alternatives entails comparison of products or brand in the market. The evoked set illustrates the alternatives considered during problem-solving (Kuester 89). Consumers evaluate options or alternatives based on psychological and functional importance they offer. Marketing organizations must understand the benefits consumers require. The customer makes a purchase decision after carefully evaluating the strategies (Kuester 74). Marketing organization must enable the customer to act according to their purchase intention, through sales promotion. Post-purchase is also significant to organizations. This is because it influences the purchasing patterns in the future.