Schwartzkopf Nectra Hair Coloring Process: The Five Stages Of The Decision-Making Process

When purchasing a product consumers will proceed through the five stages of the decision -making process. This process allows companies to understand the method consumers will go through when purchasing a good in order to help target their product towards them, as companies are concerned how consumers make their purchasing decisions and why or why not they have selected their product. This report will be analysing consumers decision- making process towards Schwartzkopf Nectra Hair colouring.

The first stage consumers will proceed with is need recognition. This first stage is crucial as it is what drives the consumer towards the product. If the marketers can determine when the targeted demographic develops its needs and wants, they will proceed to advertise the product to them in an appealing way to feel the need for that product. With Schwartzkopf’s hair colouring product there are many reasons why a consumer may need the product therefore making it easier to target their audience. Reasons why consumers may feel the need to purchase this product is, grey hairs which is very common amongst the older generation therefore directing certain messages towards them creating subliminal messages and creating that sense of need to dye their hair. Another is the consumer …show more content…
During this stage the consumer is evaluating the product and its functions to help narrow their choices. The consumer will analyse certain characteristics such as how easy it is to use, how many steps are involved in the process, if they stock the colour they re seeking, the quality of the product and mainly the price of the product. Marketing professionals use this stage to help push your evaluation process onto their product. They do this by reflecting the consumers needs either in an advertisement, store promotions etc. the consumer will compare several products in order to see if any of them fit their criteria before making a purchasing