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Axia College Material
Appendix C
Consumer Decision Making Process
Think of a recent purchase made by you or a member of your family. Using table 5.3 on page 144
of the textbook as a guide, complete the table below by describing the process that led to the
decision to make the purchase.
Decision Process
Problem recognition
Describe the problem that
initiated the consumer decision-
making process
.The main problem was the amount we had to spend on the
HDTV. When dealing with a limited budget one needs to look for
something that will last, within ones price range, and carries a
decent service plan. When all these variables were added
together the best choice was made and then the purchase of the
HDTV.
Information search
Describe where and how
information about the product,
and alternate products, was
obtained.
By looking online we were able to get a rough idea of how much
the same HDTV would cost us brand new. Also by talking with
family and friends and learning about the refurbished electronics
warehouse the choice was easy.
Evaluation of alternatives
Describe the evaluation criteria
for the product purchased and
alternative products.
The need for a HDTV is now a necessity where as before it
was a luxury. With the change in our broadcasting
regulations one needs to upgrade to the HD models. So, the
TV needed to be a HDTV, and since we were going to spend
quite a bit of money we might as well buy a larger model.
Product choice
Describe the product that you,
as the consumer, decided to buy.
I have always been a believer in the RCA products ever
since I was a child so my decision was based on my likes
rather than which one was voted better than the other. The
old TV set we still have for the same reason, it is an RCA
brand, has gone through a home fire, and was soaked by
firefighters and still works. RCA is a good brand name and
can take a beating.
Postpurchase evaluation
Describe your satisfaction about
the product purchased. Are you
satisfied with your decision?
The HDTV we purchased works better than we imagined it
would be. The whole family uses it for game consoles, DVD
players, and iPods for listening to music and for even
connecting our home computer for better visuals while
online.
Course Number

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Axia College MaterialAppendix CConsumer Decision Making ProcessThink of a recent purchase made by you or a member of your family. Using table 5.3 on page 144 of the textbook as a guide, complete the table below by describing the process that led to the decision to make the purchase. Decis ...
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