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ANALYZING THE CONSUMER BEHAVIOR PROCESS
The first stage is the need analysis, or commonly referred to as the problem identification
process. Various processes are involved at this stage.
It starts with the consumer being aware of what the consumer requires in the first place
The need or the problem can be triggered by either the internal or the external stimuli. The
internal stimuli refer to factors such as hunger and thirst. The external stimuli can start through
aspects such as advertisements or understanding the brands.
The next stage is the information search. As has often been said, information is power. The
implication being that the primary focus of this behavior is to ensure that there is empowerment
and thus a basis upon which decision can be made about the purchases. The process involves:
The effort of the consumer to search for the internal and external factors of the business to
understand the dynamics involved in making the purchase.
The consumer can rely on print, the internet or even visual media to find the information that
is being searched
Evaluation of alternatives follows next, and it involves the understanding the different
products and brands in which they can purchase depending on the benefits that they hope to gain
from the products.
Attitude is a very influential factor at this stage, and depending on whether there is a negative
or positive attitude towards a product, then there is a high probability that it will be bought.
Involvement also applies. It refers to the time that a consumer spends searching for
alternatives. If the involvement is high, there is the probability that different products will
The purchase decision is the next stage and has been termed as the penultimate stage of
The purchasing decision can be affected by two factors. The two factors are negative
feedback and the motivation to accept the feedback given (Kotler, pp.46).
If one receives a negative feedback and goes ...