The Consumer Decision Process Model Essay

827 Words Oct 11th, 2015 4 Pages
The Consumer Decision Process Model
The process that consumers experience while contemplating a purchase is known as the consumer decision process. When the process is evaluated in individual steps, marketers can leverage knowledge about consumers and identify the most effective marketing strategies. The individual steps of the decision process are; need recognition, information search, alternative evaluation, purchase, and post purchase. (Grewal & Levy, 2014)
Need Recognition
For Olay products, there are a few possible points of need recognition. Because most women are mindful of appearances, the onset of wrinkles is a primary identifier. Additionally, though, Olay has moved towards targeting younger women and, as a result, added an additional point of recognition. Capitalization on the concept of preventative products opens the recognition point up to interpretation by the consumer. In this case, marketers generated a need with marketing strategies by understanding the circumstances and psychology that creates needs in consumers. The need to prevent wrinkles in the future causes the consumer to feel a sense of urgency and enhanced motivation. This motivation coupled with the need to make a purchase will initiate the consumer decision-making process. Consumers at this point in the process feel compelled to find the best product for them and begin to research possible products. (Grewal & Levy, 2014)
Information Search and Alternative Evaluation
Consumers rely on four…

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