Analysis of Consumer Decision Making Process Essay

1564 Words Sep 21st, 2010 7 Pages
Introduction
Consumer decision making process is a list of steps that are carried out by consumers concerning to a potential market transaction, before, during and after the purchase of a product or service. The process includes identifying the problem, collecting information, evaluating the alternatives, making the purchase decision and evaluating post purchase.
Generally, decision making is the cognitive process of selecting a course of action from among multiple options.
As a consumer, I find that the consumer decision making process is a great help in choosing for the right product which gives a consumer the greatest satisfaction. One of the latest scenarios where I applied this process into my product purchases was buying a
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I chose the second option, which is the Mori Lee’s full wedding ball gown, because the design, texture and color really meet up to my requirements. As I have mentioned before, I am not very well-funded, thus I cannot afford to pay wholly for the wedding gown. For that reason, I decided to rent the gown, which requires me to pay only 20% of the original price. Vera Wang’s do not provide rental services, thus this adds extra points up on why I prefer Mori Lee’s gown. To implement my purchasing decision, I have decided to rent the gown from Milan bridal studio, Penang. There are many sizes available there, where I can try them and loan from there easily. Furthermore, I do not need to own the wedding gown myself, because I won’t be wearing it again after my wedding day, so renting the gown is the best option. I have paid for the loan fee using credit card two weeks before my wedding day, so I can get myself prepared with the wedding themes and set ups beforehand.
Post-purchase evaluation Last but not least, we have come to the final stage, which is the post-purchase evaluation of the decision. It is very common for consumers to experience concerns after making a product purchase. After buying a product, the consumer compares it with expectations and is either satisfied or dissatisfied. What I experienced after using the product was the performance of this product exceeds my expectations,

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