Decision-making process for Consumer needs and wants(i.e., high involvement versus low involvement)
Motivation and values
Part 1, Decision Making Process: Consumer needs and wants are what drive marketers to succeed in selling their products or services through a variety of methods. Describe the process from consumer need through purchase behavior. Then, discuss how each of the following items impacts the process of decision-making. For each item, support your discussion with a personal example of purchasing a product or service.
The type of decision in the decision-making process (i.e., high involvement versus low involvement)
Motivation and values
The power of attitudes
The type of message
Issues related to purchase and post-purchase activities
The family and culture
Part 2, Cultures and Marketing: Our behavior as consumers is dramatically influenced by our culture. Refer back to the Marketing Pitfalls section 14.6 (Chapter 14).
Find a similar example of an unsuccessful market entry by a global product and provide the details in your paper.
Describe the reason why it was a failure as related to consumer behavior, culture, and/or subculture.
Explain how you would more effectively market the global product in that country.
The Final Project Paper:
Must be eight to ten double-spaced pages in length (not including title and references pages and formatted according to APA style as outlined in the Ashford Writing Center’s APA Style resource
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Must include a separate title page with the following:
Title of paper
Student’s name
Course name and number
Instructor’s name
Date submitted
Must use at least four scholarly sources in addition to the course text.
The Scholarly, Peer Reviewed, and Other Credible Sources
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table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
Must document any information used from sources in APA style as outlined in the Ashford Writing Center’s Citing Within Your Paper guide
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.
Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. See the Formatting Your References List
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resource in the Ashford Writing Center for specifications.
Carefully review the Grading Rubric
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for the criteria that will be used to evaluate your assignment.
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Consumer Decision Making Process: Consumer needs and wants
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Consumer Decision Making Process
Marketers can develop effective marketing strategies if they have a good understanding of the consumer though processes. Although it may not be easy to comprehend, consumers have a decision processes that they employ while making a purchase decision. The development of a good understanding of the process is critical for marketers. The understanding is important in developing a structured thinking and a better understanding of the consumer behavior. The consumer decision process model describes the steps that a consumer or purchaser follows while making their purchase decision.
Part 1: The Decision Making Process
The purchasing process has been shown to be similar to process of problem solving. According to Verma (2008) customers purchase a product or service when they have a need that they need to satisfy. The purchasing decision has been shown to follow a series of steps, which has been referred as the consumer decision-process model. The consumer decision process consists of the need recognition, information search, pre-purchase evaluation, purchase, consumption, and post-purchase evaluation. The need recognition occurs where the consumer initiates the decision to make a purchase. This could occur due to perceived discrepancy between the current and desired states. For example, a desire to buy new mobile device in order to access more content that cannot be accessed by an old model. The recognition of the need is followed by the search for information about the available alternatives. According to Hoffman & Bateson (2010) the search can be internal or external. The collected information can be obtained from personal and non-personal…
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