Consumer decision Essay Example | Topics and Well Written Essays - 2750 words

Consumer decision - Essay ExampleIn its easyst form, consumer decision-making edge can be presented by Engel-Kollat-Blackwell model (Jack 2005, p. 129). This model suggests that consumer buy products/services satisfy their of necessity and wants. These needs and wants are actually the problems and once recognized consumer feels motivated to satisfy them. According to the model, these needs and wants can be stimulated by internal (actual need e.g. thirst, hunger etc) as well as external factors (advertisements, backing by others). To satisfy them the consumer search for information and during the search process, various alternatives are evaluated. Finally, the consumer selects any one of the alternatives which he/she finds the most suitable for purchase. Then the model also talks about post purchase appearance which includes responses such as satisfaction, repurchase willingness etc. Now this post-purchase behavior will decide whether the decision do is rational or irrational dep ending upon the achievement of underlying goals. This whole consumer decision-making process is not as simple as it seems to be. According to Kotlers Marketing Essentials as cited in Lee (2007, p. 31) there are more factors influencing buyer behavior. These factors not only stimulate the need but play their role in all(prenominal) stage of consumer decision-making process. Whether it is the search for information, alternatives evaluation or actual purchase, these internal and external factors are active end-to-end the process.