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MKT 230 week 3 CheckPoint Consumer Decision Making Process

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Axia College Material
Appendix C
Consumer Decision Making Process
Decision Process
Problem recognition
Describe the problem that
initiated the consumer
decision-making process
Even though my 1999 Jeep had been a very reliable vehicle
it had over 100 thousand miles, it didn’t have a smooth ride,
and it only could seat 5 people. After picking up my husband
at the airport and making him drive he realized that I really
did need a new vehicle. That is when the quest started. We
decided a vehicle that would best suite our needs must be a
new vehicle that was fuel efficient, could seat at least six
passengers or more, and a good value for our money.
This decision was what Chapter five describes as a high-
involvement decision. If my husband and I made impulsive
decision it could result in dissatisfaction. Our dissatisfaction
could result in a financial loss if we trade in the vehicle before
it “breaks even”; therefore, it was necessary to complete an
information search and evaluation of alternatives.
Information search
Describe where and how
information about the
product, and alternate
products, was obtained.
To ensure I made an informed decision, I began the tedious
task of locating information on the internet. Over a few days,
I visited several sites where I read consumer reports, safety
and crash tests, and even new owner reviews to get as much
information as possible. Through the information I learned, I
decided a jeep would best suit the needs of my family.
Next, I spent an half the day test driving. I drove jeeps from
several different car manufactures, took notes about the
vehicle’s handling, road noise, features, spoke with
salespeople, and took home brochures depicting each
vehicle.
Evaluation of alternatives
Describe the evaluation
criteria for the product
purchased and alternative
That evening, my husband and I looked over the information
I gathered.
The Jeep Commander was the least expensive option. The
Tahoe came with an “industry leading” manufacture’s
Course Number

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