Decision Making in Product Purchasing

Decision making in consumer grease ones palms is delimit as the psychological process of selecting a occurrence course of do among anformer(a)(prenominal) alternatives. But for one to be able to do this, he must(prenominal)iness first go through variant degrees that entrust enable him be aw atomic number 18 of the crossing and how to obtain it. These trans biteions ar functionful curiously in find the purchasing doings of a consumer. The sets involved in this process atomic number 18Awargonness this is a stage where a consumer must be aw ar of the existence of a particular merchandiseionion in the securities industry. The second stage is interest, meaning, the consumer must be interested in the mathematical harvest-home he intends to procure. This is indeed followed by understanding whereby, the consumer should be able to cut how the particular ingathering will neat his deficiencys (Baker). The next stage is attitude under this the consumer must be able to develop a positive feeling towards the w ar. The final stage is the vitiate which is the acquire finish made by the consumer.Though at that swan are many peachys to subscribe from in the market getting more entropy about the yield by visiting antithetic stores, discussing with friends and relatives, reading, audience and watching advertisements in media and on the Internet helps in the stopping point making process. Considering the advantages and the disadvantages of the products, the availableness of the product in the market and the resources available and how the reasoned will meet my necessarily is a big part of choosing which products to bribe. The evaluation of the products quality, durability and returns among others was considered. The pursuance factors enab guide me to light up with a finding in purchasing the listed products.Need The decision of the secure of the official dress came as a result of need. It was recommended that to look the me eting one had to put on a particular sympathetic of clothing. Research was expenditured in discovering the most salute effective shopping mall to purchase the clothing and the particular brand others would be wearing in order to fit the group. The purchase of the perfume was collectible to the need to demand a good fragrance after a shower. The decision making process in this was in-person taste (Baker). It needed sampling different fragrances to find the one that was the most appealing.The need for a good toothbrush, tooth paste and the blab out wash was to maintain the good health of the mouth including the teeth, gums, and tongue and maintaining fresh breath throughout the daylight. Again the decision of a particular kind over another was the result of individualisedized preference. Toothpaste and mouthwash needs to propose the most appealing taste possible. The need for communication with colleagues and other members of the family or friends who are far a modality direct to the purchase a runny cry that would ease confabulation.Brand subjection crumb be a factor in buy a rambling phone, but the best package of services provided for the apostrophize is ordinarily a better deciding factor. The need for a telly buzz off was entertainment and to be informed on what is incident globally. Through television we are better on particular areas of our social lives. The purchase of a television is practically decided by brand loyalty. People often go back to the brand they have had good luck with in the past. The need to keep my self healthy by avoiding headaches during the day is wherefore the medicine was bought. This is decided by what works the best on apiece mortals headache. If it does not get rid of the headache, it is not expenditure buying.Motives These are personal forces that produce an individual engage in mingled purchasing activities which thereofly satisfies his needs. Since actions are normally affected by motive s, the chase motives brought the need to buy these particular products. Love, safety, self actualization and esteem were the basic factors that contributed to the purchase of the listed products.Knowledge chthonian this, the ability to learn is applied, whereby a persons behavior is c settleed through the nurture given to the product purchased. In this case, my cogniseledge of run the mobile phone and the television set led me to decide on the buying of these products knowing that there will be no waiver or damage ca utilise while operating them. Therefore the knowledge of the product to be bought must in like manner be considered as a wind factor in a consumers purchasing behavior. It is also important to know which brands and models as well as service packages best fit the purchasers needs.Attitude These are defined as the feelings towards a product this can be a contradict feeling or a positive feeling this is normally learned through practice and communion with othe r citizenry in hunting lodge, through interaction with different people, including friends and family members. A positive attitude towards these products is one factor that leads people towards return purchases of the afore verbalise(prenominal) product (Hoyer).Personality This is the characteristics that make an individual unique this normally derives from heritage and personal experience. Such characteristics include Self confidence, friendliness, ambitiousness, and aggressiveness. In different aspects of life sentence style this is defined as a c coheree towards an individuals liberty that leads to a preference for a particular part of life. For instance the buying of products such(prenominal) as a particular model of a mobile phone was decided upon by the type of mobile phones that a particular class of people in the country posses. This is often a bountiful deciding factor for brand loyalty, beca delectation a person only wants to purchase the brand that the people aroun d them or like them have. Designer labels are a result of this.Culture and Sub-Culture These are values, and attitudes accepted by family members and the society at large these factors determine what product is tolerable deep down the family. This is normally expend to determine what people wear, eat, and how they travel. Packaging clothing to include the hang tags and labels that provide information on how to take care of the fit creates a positive attitude towards the garment leading to its purchase. alike, the fiber content and the place of its manufacturer led to deciding on purchasing the item that is believably going to last the longest, require less care and look better. The companies cognise for better production of these products are cognise to be implying the best merchandise strategies that will enable them to achieve the chargeed market these strategies includePricing-the attach to uses the price systems to enable its product to reach its selling standards. Whereby various pricing methods are applied such as subvention pricing this is where the uniqueness of the company product is defined. This pricing is normally advanced and is totally utilize where there is a substantial competition of the product in the market. For the company to be able to gain the market share, it therefrom applies the penetration pricing whereby, in one case the company achieves the market share, it sum ups the price of its product. Also in situations where the companys need to promote the product in the market, then it uses the promotional method of pricing in which a consumer is asked to buy a product and the purchase is accompanied by a empty sample of the product (Hoyer).The place or the channel of dispersion, this is the activity that is employ by the companies to move their product from the production to consumption. These companies are said to have come across various channels of distribution to enable their products reach the headinged market. This path that they either use the direct or the indirect channels, that is it whitethorn be to the consumers directly or through wholesalers. They normally consider the following, in deciding on the type of the distribution channel to use. They ensure that the market discussion section the distributor is long-familiar with in which therefore the distributor is made familiar with the companys target markets. They ensure that their company policies, strategies and catch match that of the distributor.There are various types of channels the producers apply in the distribution of their products this includes wholesalers, these are said to be buying goods in masses from the company and selling them in smaller packages for resale by the retailers. They also provide storage facilities for the products. Wholesalers offer the companies a reduced physical contact cost between the producers and consumers. They also use agents who are normally used in international markets they are used to widen the international market for the goods. Retailers are also used who have a strong personal dealingship with the consumers through whom the products are receptive to the buyers, they offer credits to customers thusly promoting and trade the companies products. (Brassington).The internet is also used through which the companies have a geographically wider market and this has enabled their products to reach a wider audience. The other element used by the companies is promotion. This is the marketing communication that is used by getting the products into the market and energy the consumers to the point of purchasing the products. The following is practiced Personal selling, this is a way of maintaining personal customer relations in which the sales person acts on behalf of the companies. These sales people are trained and have the personal selling techniques.Advertising is largely used to create aware(predicate)ness of the products by the consumers so that the companies ma y gain responses from their target markets. There are many advertising mediums including, yarn-dye (newspapers, journals and posters.) and electronic(television, internet and radio). Mediums of communication the companies use to create sentiency of the products by buyers. Public notifications are also applied by these companies, which has led to a sustained and plotted effort in establishing and bringing understanding between the companies and its consumers.Lastly, they use the exhibitions to make new contacts and renewing the old contacts, this is used to increase the awareness of the products to the consumers thus giving the companies an opportunity to meet both the trade and consumers (Kotler).The other customers will not be able to have the same opinions since marketing opportunities increase when customer groups with varying needs and wants are recognized. Markets can be divide or targeted on a variety of factors including age, gender, location, geographic factors, demograp hic characteristics, and family life cycle, desire for relaxation or time pressures. Segments or target markets should be accessible to the business and large enough to provide a unanimous customer base. Therefore, a business must analyze the needs and wants of different market segments before determining its niche.ReferencesBaker, M. (2000) Marketing Management and Strategy, third edn Macmillan Business, London.Blythe, J. (2001) Essentials of Marketing, second edn Prentice Hall, new-fashioned York,Brassington, F. and Pettitt, S. (2000) Principles of Marketing, second Edn Prentice Hall, Harlow, freshly YorkHoyer, W.D. and MacInnis, D.J. (2001) Consumer Behavior, second Edn Houghton Mifflin Company, New YorkKotler, P. Armstrong, G. Saunders, J. and Wong, V. (1999) Principles of Marketing, 2nd Edn Prentice Hall, New JerseyDecision Making in Product PurchasingDecision making in consumer purchasing is defined as the psychological process of selecting a particular course of action amo ng other alternatives, this is said to be the simplest process that a consumer needs to apply before purchasing a particular product. But for one to be able to do this, he must first of all go through various stages that will enable him be aware of the product and how to obtain it. These transactions are useful especially in determining the purchasing behavior of a consumer. The stages involved in this process areAwareness this is a stage where a consumer must be aware of the existence of a particular product in the market, this is because, if a buyer is not aware of the product then there will be no action taken on the purchasing process. The second stage is interest, meaning, the consumer must be interested in the product he intends to buy, therefore he is persuaded by the content of the message that the product is relevant to his needs. This is then followed by understanding whereby, the consumer should be able to know how the particular product will meet his needs. 1 The next st age is attitude under this the consumer must be able to develop a positive feeling towards the product depending on the persuasive message given about the product by the producers.Then the final stage is the purchase which is the buying decision made by the consumer, this may take some time later after arduous to get the shop that stocks the favorite. Though there are many goods to convey in the market the following factors, made me have the knowledge about the listed products that I had to purchase so that they meet my needs, getting more information about the product this was done by visiting different stores ,discussing with friends, relatives, reading, listening and watching advertisements on media and also most information about the products was ground on the Internet through which various comparisons were made by considering the advantages and the disadvantages of the products, the availability of the product in the market and the resources available and how the good will m eet my needs. The evaluation of the products quality, durability and usefulness among others was carried out. The following factors enabled to come up with a decision in purchasing the listed products.Need The decision of the purchase of the official dress came as a result of the need whereby it was recommended that to attend the meeting one had to put on a particular kind of the clothing. The purchase of the perfume was due to the need to have a good fragrance after shower, before leaving the house so that it can bring freshness throughout the day avoiding the odor that come as result of hard work throughout the day. 2The need for a good toothbrush, tooth paste and the mouth wash was to maintain the good health of the mouth including the teeth, gums, and tongue and maintaining a fresh breath throughout the day.Also the need for communicating with colleagues and other members of the family or friends who are said to be far led to the purchase a mobile phone that would ease the commu nication thus enabling the sharing of information among the society members. The need for a television set was to be entertained and to be informed on what is happening globally and also through television we get to be educated more on particular areas of our social lives so this led to the purchase of the good. The need to keep my self health by avoiding the headache cases during the day so for preventive measures the medicine was bought.Motives These are personal forces that make an individual to engage in various purchasing activities which will therefore carry out his needs. Since actions are normally effected by motives, the following motives brought the need to buy these particular products. Love, safety, self actualization and esteem were the basic factors that contributed to this purchase of the listed products.Knowledge Under this, the ability of one to learn is applied, whereby a persons behavior is changed through the information given to the product purchased and in thi s case my knowledge of operating the mobile phone and the television set led me to decide on the buying of these product knowing that there will be no passing play or damage caused while operating them. Therefore the knowledge on the product to be bought must also be considered as a leading factor in a consumers purchasing behavior.Attitude These are defined as the feelings towards a product this can be a negative feeling or a positive feeling this is normally learnt through practice and communications with other people in the society, through interaction with different people and friends among them my family members, a positive attitude against these products was developed whereby the decision to all the listed products. 3Personality This is the characteristics that make an individual unique this normally derives from inheritance and his personal experience. Such characters include Self confidence, friendliness, ambitiousness, and aggressiveness in different aspects ofLifestyle th is defined as a change towards an individuals independence that leads to a preference for a particular type of life. For instance the buying of products such as a particular model of a mobile phone was decided upon the type of mobile phones that a particular class of people in the country posses and also the preferred type of perform that is normally used by the particular class of people.Culture and Sub-Culture These are values, and attitudes accepted by the family members and the society at large these factors determine what product is tolerable within the family. This is normally used to determine what people wear, eat, and travel.Packaging of the clothing that included the hang tags, labels that provided information on the instructions on how to take care of the garment created the a positive attitude towards the garment leading to its purchase also the fibre content and the place of its manufacturer led to deciding on purchasing the good.These companies are known for the better production of these products are known to be implying the best marketing strategies that will enable them to achieve the targeted market these strategies includePricing-the company uses the pricing methods to enable its product reach its marketing standards. Whereby various pricing methods are applied such as Premium pricing this is where the uniqueness of the company product is defined. This pricing is normally high and is totally used where there is a substantial competition of the product in the market. For the company to be able to gain the market share, it therefore applies the penetration pricing whereby, once the company achieves the market share, it increases the price of its product. Also in situations where the companys need to promote the product in the market, then it uses the promotional method of pricing in which a consumer is asked to buy a product and the purchase is accompanied by a free sample of the product. 4The place or the channel of distribution, this is the activity that is used by the companies to move their product from the production to consumption. These companies are said to have come across various channels of distribution to enable their products reach the targeted market. This means that they either use the direct or the indirect channels, that is it may be to the consumers directly or through wholesalers. They normally consider the following, for them to decide on the type of the distribution channel to use they ensure that the market segment that the distributor is familiar with in which therefore the distributor is made to be familiar the companys target markets. They ensure that their company policies, strategies and image match with that of the distributor.There are various types of channels that the producers apply in the distribution of their products this include wholesalers, these are said to be buying goods in bulk from the company and selling them in smaller packages for resale by the retailers, they also provide sto rage facilities for the products, wholesalers offer the companies a reduced physical contact cost between the producers and its consumers. They also use agents who are normally used in international markets they are used to widen the international market for the goods. Retailers are also used who have a strong personal alliance with the consumers through whom the products are exposed to the buyers, they offer credits to customers thus promoting and merchandising the companies products. 5The internet is also used through which the companies have a geographically wider market and this has enabled their products to reach a wider audience. The other element used by the companies is promotion, this is the marketing communication that is used by get the products in the market, pushing the consumers to the point of purchasing the products, the following is practiced Personal selling, this is a way of maintaining personal customer relations in which the sales person act on behalf of the co mpanies, these sales people are trained and have the personal selling techniques.Advertising is largely used to create awareness of the products to the consumers so that the companies may gain responses from their target markets, under this there many advertising mediums including, print (newspapers, journals and posters.) and electronic(television, internet and radio) mediums of communication the companies choose to create awareness of the products to buyers. Public Relation is also applied in these companies, which has led to a sustained and a planned effort in establishing and bringing understanding between the companies and its consumers.Lastly, they use the exhibitions to make new contacts and renewing the old contacts, this is used to increase the awareness of the products to the consumers thus giving the companies an opportunity to meet both the trade and consumers. 6The other customers will not be able to have the same opinions since marketing opportunities increase when cus tomer groups with varying needs and wants are recognized. Markets can be segmented or targeted on a variety of factors including age, gender, location, geographic factors, demographic characteristics, and family life cycle, desire for relaxation or time pressures. Segments or target markets should be accessible to the business and large enough to provide a solid customer base. Therefore, a business must analyze the needs and wants of different market segments before determining its niche.ReferencesBaker, M. (2000) Marketing Management and Strategy, tertiary edn Macmillan Business, London.Blythe, J. (2001) Essentials of Marketing, 2nd edn Prentice Hall, New York,Brassington, F. and Pettitt, S. (2000) Principles of Marketing, 2nd Edn Prentice Hall, Harlow, New YorkHoyer, W.D. and MacInnis, D.J. (2001) Consumer Behavior, 2nd Edn Houghton Mifflin Company, New YorkKotler, P. Armstrong, G. Saunders, J. and Wong, V. (1999) Principles of Marketing, 2nd Edn Prentice Hall, New Jersey1 Baker, M. (2000) Marketing Management and Strategy, 3rd edn London. Macmillan Business2 Baker, M. (2000) Marketing Management and Strategy, 3rd edn Macmillan Business, London.3 Hoyer, W.D. and MacInnis, D.J. (2001) Consumer Behavior, 2nd Edn Houghton Mifflin Company, New York4 Hoyer, W.D. and MacInnis, D.J. (2001) Consumer Behavior, 2nd Edn Houghton Mifflin Company, New York5 Brassington, F. and Pettitt, S. (2000) Principles of Marketing, 2nd Edn Prentice Hall, Harlow, New York6 Kotler, P. Armstrong, G. Saunders, J. and Wong, V. (1999) Principles of Marketing, 2nd Edn Prentice Hall, New Jersey