A problem faced by merittists, and that we will analyze the detail in Chapter 6, it is how to describe particularly markets more effectively. But before we continue our consumer examination regarding their decision making.

Consumer decision making Why is consumption marketing difficult? We have described only one reason: the mix of people who make up the market is constantly changing. Not only is it difficult to foresee what marketing program will work, but what it argued yesterday may not work now … or tomorrow. Another challenge is to understand how consumers make decisions. This is reflected in the case of chapter opening about Song Airlines. In recent years, the airlines have paid more attention to those who travel for pleasure. Now Song has taken her a step further by recognizing the female head of the home as an important decision maker for family trips. However, this recognition is not enough. Song, like other marketing marketers, should improve their understanding of consumers constantly and adapt their strategies in accordance. Figure 4.2 summarizes all dimensions of the purchase behavior in a model that provides the structure for our analysis. The model presents the purchase decision process and the four primary forces that influence each stage.

The consumer purchase decision process to deal with the marketing environment and shopping, consumers enter a decision-making process. One way to examine this process is to see it as problem solving. When faced with a problem that can solve through a purchase (“I’m bored. How do I satisfy my need for entertainment?”), The consumer goes through a series of logical stages to reach a decision.

As can be seen in the center of Figure 4.2, the stages of the consumer purchase decision process are: 1. Recognition of the need. The consumer is driven to action for a need or desire. 2. Identification of alternatives. The consumer identifies products and alternative brands and collects information about them. 3. Evaluation of alternatives. The consumer ponders the pros and cons of the identified alternatives. 4. Decisions. The consumer decides to buy or not buy and make other decisions related to the purchase. 5. PosCompra behavior. The consumer seeks to make sure that the choice he made was correct.

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