1.Identify and explain each of the steps in the consumer decision-making process.

Discuss each of the

steps as it would relate to the purchase of a new computer. Discuss the pros and cons of the three
methods of evaluation in terms of the computer purchase.

Finding ways to influence the consumer purchasing process constitutes a vital marketing communications
activity. Generally speaking, the consumer decision-making process involves five basic steps. 

1. Problem recognition

The first step of the consumer decision-making process is recognizing the need for a service or product.
Need recognition, whether prompted internally or externally, results in the same response: a want. Once
consumers recognize a want, they need to gather information to understand how they can fulfill that want,
which leads to step 2.

But how can marketing influence consumers at this stage? Since internal stimulus comes from within and
includes basic impulses like hunger or a change in lifestyle, focus your sales and marketing efforts on
external stimulus. 

Develop a comprehensive brand campaign to build brand awareness and recognition––you want
consumers to know you and trust you. Most importantly, you want them to feel like they have a problem
only you can solve.

Example: When covid 19 spread, people are advised to stay home, in order to continue working, Irish
needs to buy a computer so that she can work from home.

1. Information search

When researching their options, consumers again rely on internal and external factors, as well as
past interactions with a product or brand, both positive and negative. In the information stage,
they may browse through options at a physical location or consult online resources, such as
Google or customer reviews.

Your job as a brand is to give the potential customer access to the information they want, with the
hopes that they decide to purchase your product or service. Create a funnel and plan out the
types of content that people will need. Present yourself as a trustworthy source of knowledge and
information. 

Another important strategy is word of mouth––since consumers trust each other more than they
do businesses, make sure to include consumer-generated content, like customer reviews or video
testimonials, on your website.

Example

The Irish searches “laptops or computer and its features ‘on Google to see what options are out
there. When she sees someone with a sleek laptop with good features, she asks them where
they bought it and what they think of that brand.
3. Alternatives evaluation

At this point in the consumer decision-making process, prospective buyers have developed criteria for
what they want in a product. Now they weigh their prospective choices against comparable alternatives.

Alternatives may present themselves in the form of lower prices, additional product benefits, product
availability, or something as personal as color or style options. Your marketing material should be geared
towards convincing consumers that your product is superior to other alternatives. Be ready to overcome
any objections––e.g., in sales calls, know your competitors so you can answer questions and compare
benefits.

Example: The customer compares a few brands that she likes. She knows that she wants a laptop that is
durable, with high speed processor and big memory and light weight, and though she would rather spend
less money, she also wants to find a laptop that has touchscreen features.

4. Purchase decision

This is the moment the consumer has been waiting for: the actual purchase. Once they have gathered all
the facts, including feedback from previous customers, consumers should arrive at a logical conclusion on
the product or service to purchase.

If you’ve done your job correctly, the consumer will recognize that your product is the best option and
decide to purchase.

Example: The customer finds a laptop that’s on sale for 20% off. After confirming that the brand that has
touchscreen features and asking friends for their feedback, she orders the laptop online.

5.Post-purchase evaluation

This part of the consumer decision-making process involves reflection from both the consumer and the
seller. As a seller, you should try to gauge the following:

 Did the purchase meet the need the consumer identified?

 Is the customer happy with the purchase?
 How can you continue to engage with this customer?

What three models explain how individuals evaluate purchasing alternatives?

The third step in the buying decision-making process will be the evaluation of alternatives Three models
portray the nature of the process: the evoked set approach, the multiattribute approach, and affect
referral. Understanding how consumers evaluate choices enables the firm’s marketing team to develop
more effective materials.

The Evoked Set Method

A person’s evoked set consists of the brands the person considers in a purchasing situation. An
evoked set might be reviewed during both the information search and evaluation stages of the
 buying decision-making process. Two additional brand sets become part of the evaluation of
purchase alternatives: the inept set and the inert set

 Pros- These are the brands that are most familiar to the customer and quickly come
to mind as quality products from which to make a purchase. Example in purchasing a
laptop, consumers will consider the top 3 brands, Apple, Hp , Acer, Lenovo and Asus
 Cons- A bad experience with a vendor or particular brand might lead to adverse
sentiments. Such feelings might also originate from negative statements by a friend,
seeing an advertisement that the potential customer did not like, or comments made
on social media outlets about poor products and services and/or corporate
misconduct. Example a friend told you that HP programs their motherboards to
slow down the new RAM to the slowest speed possible when you put new RAM
for performance, this will make you not to buy the said brand

The Multiattribute Approach

The multiattribute approach assists in understanding high-involvement purchases. Consumers often

examine sets of product attributes across an array of brands. The multiattribute model suggests that a
consumer’s attitude toward a brand is determined by:11

• The brand’s performance on product or brand attributes

• The importance of each attribute to the consumer

Multi-attribute research in marketing seeks an understanding of the structure of customer decisions with
respect to the market offerings of a firm and its competitors. Through such understanding the firm seeks
to evaluate and/or design its offerings for greater customer satisfaction and profitability.

 Pros: The higher a brand rates on the attributes a consumer deems as important, the more likely
it becomes the brand that will be purchased.
 Cons: Consumers who see commercials featuring one or two benefits learn about a brand’s
characteristics. Over time, consumers receive sufficient information to evaluate the product.

Affect Referral

The concept of affect referral suggests that consumers choose brands they like the best or the ones with
which they maintain emotional connections. The individual does not evaluate brands or think about
product attributes. Instead, the consumer buys the brand he likes the best or the one that incites
positive feelings.

 Pros: Successful brands construct emotional bonds with consumers. A bond generates brand
loyalty, enhances brand equity, and reduces brand parity.
 Cons: consumers do not evaluate alternatives because of their bond with the brand.

2. Think about the ways you purchase products and consider a recent purchase that involved an
external search. Discuss your ability to search, the need for cognition, your personal level of
shopping enthusiasm, and the perceived costs versus the perceived benefits of the search. How
much time did you spend in the external search, and what was the outcome?
Before I purchased a product, I first search it in the internet and read the reviews about it. Im not an
impulsive buyer so it takes time for me to decide to buy it. Example when I purchased my laptop I first
search the best laptops then I review its features. I also read the reviews from the internet and solicit
opinion from my tech savvy friends. I weigh the perceived benefits like, its key features, durability and
portability vesus the perceived cost , how much it will cost me to buy and how much it will cost me to bring
it in service center and when the difference is positive I bought the products I spend almost a day
reviewing the product and Im happy wth my purchased.