Consumer Decision Making Behaviour Essay

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Consumer Decision Making

According to (Consumer decision making process, 2010) Consumer decision making is the process of choosing between two or more alternatives; consumer decision making may be defined as a process of gathering and processing information, evaluating it and selecting the best possible option, goods, services, organizations, people, places, and ideas that will best addressing their current need. Sometimes consumers go through these stages of gathering and processing the information without even realizing that they are going through the processes. (Alet, 2001), states that Consumer behaviour and consumer decision-making have become prominent research topics in the various fields of consumer science in recent years.
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Below is the diagram for Engel, Blackwell and Miniard Model of consumer decision making process:

Source: (BLACKWELL, R., et al., 2001)

Processes of the EBM model.

Information input

The information input involves various kinds of stimuli that the consumer is exposed to on a daily basis. (Bhasin, 2013), describe stimuli/ stimulus as a cue or drive meant to motivate a person to act and it can arise as a result of the following: TV ads, radio ads, internet ads, billboards ads, word of mouth and other external factors such as friends, families, colleagues, cultural norms of that particular consumer. These kinds of stimuli will then make a consumer to behave in a certain way towards certain products or service. Roxel (2005: 166), also states that the input stage of consumer decision making process is the consumer’s identification of product need and two sources of information: firm’s marketing efforts (Product, promotion, price and place) and Socio cultural environment (Family, informal sources, other non-commercial sources, social class, and sub-culture and culture).

Information processing

(Sahney, 2005), states that the stimuli received in the first stage provide information; the information is processed into meaningful information. The stage comprises consumer’s exposure, attention, perception/comprehension, acceptance, and retention of information. The consumer is exposed to stimuli (and the accompanying information).

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