Consumer Decision Making Process
1.0 Introduction This piece of work is about consumer behavior on electric vehicle which included the five stages of consumer decision making process such as Need Recognition, Information Search, Evaluation on Alternative, Purchase Decision, and Post-purchase decision. Lastly, the five different concepts which made up by social cultural factors and individual factors.
2.0 Five Stages of Consumer Decision Making Process
2.1 Need Recognition A problem is recognized when consumer found out a difference between the actual state and a desired state (Consumer Behave, 2011). For instance, Joel, a salesperson, recognized that his car is due to maintenance and cost of fuel is getting higher. The price of RON97 petrol increased 20sen during April (The Star, 2011). Therefore he may looking for a new car which able to save the cost of fuel and low maintenance. So, marketer must address to consumer that there is a new improved car with the latest technology which is not using any fuel, it run with electric battery pack, so called Electric Vehicle through different channel.
2.2 Information Search Searching for more helpful information according to what they want or needs through internal and external search (Hanna & Wozniak, 2001). Joel may pay more attention to the product information of electric car (EV). He will become more attentive to car advertisement, car purchased by friends and peer conversation about EV (Schiffman & Kanuk, 2010). Or, actively seek information by visiting stores, newspaper or read review in consumer reports. As a result, marketer should invest in having information available to the consumer in need (Perner, 2010). For instance, advertise through internet, brochures, news coverage, billboard, etc.
2.3 Evaluation of alternative Evaluation of alternative describes the buyer considering the possible product found from the information search (Solomon et al, 2010). Consumer will evaluate each product based on objective
2.0 Five Stages of Consumer Decision Making Process
2.1 Need Recognition A problem is recognized when consumer found out a difference between the actual state and a desired state (Consumer Behave, 2011). For instance, Joel, a salesperson, recognized that his car is due to maintenance and cost of fuel is getting higher. The price of RON97 petrol increased 20sen during April (The Star, 2011). Therefore he may looking for a new car which able to save the cost of fuel and low maintenance. So, marketer must address to consumer that there is a new improved car with the latest technology which is not using any fuel, it run with electric battery pack, so called Electric Vehicle through different channel.
2.2 Information Search Searching for more helpful information according to what they want or needs through internal and external search (Hanna & Wozniak, 2001). Joel may pay more attention to the product information of electric car (EV). He will become more attentive to car advertisement, car purchased by friends and peer conversation about EV (Schiffman & Kanuk, 2010). Or, actively seek information by visiting stores, newspaper or read review in consumer reports. As a result, marketer should invest in having information available to the consumer in need (Perner, 2010). For instance, advertise through internet, brochures, news coverage, billboard, etc.
2.3 Evaluation of alternative Evaluation of alternative describes the buyer considering the possible product found from the information search (Solomon et al, 2010). Consumer will evaluate each product based on objective
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