Marketing Principles Routines of Decision Making

Question: Describe about the Marketing Principles for Routines of Decision Making. Answer: Introduction A person who purchases a product or services from the market for their own consumption is regarded as the consumer. There are various marketing analysis tools, which the customer can use as they purchase a product. In this paper, the product of choice that will be used for analysis on the consumer decision-making process is the laptop. Moreover, it will look at the process of consumer decision making that needs to be followed when a consumer purchases a product. When the customer buys a good or a service, there is a rise of need that arises(Armstrong, Adam, Denize and Kotler, 2014). It is important to understand in the case of purchase of the laptop there are two aspects to note, the laptop, which is the product and the individual purchasing the product as the consumer(Betsch and Haberstroh, 2014). This essay is aimed to identify the various factors, which influence the consumers on making a decision when buying. Besides, it will look at the level in which the product can be placed o n the theory of Maslows Hierarchy of needs. Steps of the consumer purchasing process The process of the consumer to make decision when purchasing a product is usually complex and it involves various steps(Solomon, 2014). All the consumers usually have their daily needs every day in their life, and the needs makes them to make different decision to satisfy the want. Some of the decisions that are made can be complex depending on the opinion of the consumer in regards to a particular commodity, evaluation, comparison, and purchase of that product. Moreover, it is important to understand and realize crucial issue in the process of decision-making and how to utilize the theories of practice (Betsch and Haberstroh, 2014). The steps of consumer decision-making process are as follows; problem recognition, the information research, evaluation of the various alternatives, purchase decision, and the assessment of post purchase. i) The problem recognition This is the first stage of the model. The appreciation of the problem occurs when an individual realizes on the difference that exists between the actual state of the affairs and the desired state of the affairs. In this case, the consumer may recognize the need to buy the laptop when there is usually the need to carry on its use at different places, and this is more convenient as a comparison to the desktop computer(Pescher, Reichhart and Spann, 2014). The essence of this step is for the consumer to identify that he has a need that is not satisfied and wants to satisfy it. An example, of this, is an undergraduate student who has enrolled for a given degree and has been issued an assignment to work on which has a deadline. The student needs portability of the laptop to work at home and school. This is thus where he recognizes he has a problem, which can be solved by the use of a laptop(Lester, 2013). ii) Information search On the data search, entails where a consumer begins to search information of a particular product to satisfy his or her needs. Two types of search can be undertaken one is internal search example through memory, and the other is the external search where one can get information on the friends and relatives(Lee and Hanna, 2015). Nonetheless, it is important to note that a successful search for the information usually leaves a buyer with a possible alternative. An example of the case of laptop consumer can gather information about the various brand of a laptop like HP, Lenovo, Dell, and Mac(Armstrong, Adam, Denize and Kotler, 2014). iii) The evaluation of the alternatives On the aspect the consumer usually evaluates on the products basing on some criteria, an example is performance, warranty, the price, quality of the product and the after sale services(Lysonski and Durvasula, 2013). An example of this can be to a consumer who has gathered information on the various brands of a laptop like HP, Lenovo, Dell and Mac now need to evaluate these product based on the criteria like price, the speed, warranty of the product and the durability(Solomon, Russell-Bennett and Previte, 2013). iv) Purchase Decision On this, entails choosing the buying alternative that you have identified these include the product, the packaging, and the method of purchase(Solomon, 2014). After the consumer evaluates on the various brand of laptop, he may decide to purchase Mac due to the high speed, and the great battery life it has over the other brand(Solomon, 2014). v) Post purchase evaluation On the post purchase, evaluation they can exists both the positive and the negative purchase behaviors. On the positive entails when the consumers hold feedback that is positive in regards to the product obtained and is happy with the quality(Wen, Prybutok, Blankson and Fang, 2014). An example is when the customer is satisfied with the performance of the Mac Laptop and recommend to his or her friends to purchase the same. On the contrary, entails where the consumer is not satisfied with a given products, and he or she hold a feedback that is negative on the product. An example, a customer who is no happy with the laptop that they have purchased will persuade his friends not to purchase it, as the experience they had was not good(Pescher, Reichhart and Spann, 2014). Factors that impact on the decision making process of the consumer The following are the main factors that affect this process; psychological, personal, social and the cultural factors(Armstrong, Adam, Denize and Kotler, 2014). Psychological factors The psychological factors are primarily divided into various components, motivation, perception, learning, attitude and the belief. A consumer can possess knowledge and attitude towards the various products(Betsch and Haberstroh, 2014). Cultural factors The consumer behavior can be great be influenced by the cultural factors like; the buyer's culture, the subculture, and the social class. These factors can influence greatly affect the consumer behavior and they vary from individual to another(Jobber and Ellis-Chadwick, 2012). Personal factors The individual factors may also influence the consumer decision-making process. Some of the factors that affect the consumer buying behavior are the economic situation, age, personality, and lifestyle. These components can influence the decision the consumer makes when purchasing the product like the laptop(Lysonski and Durvasula, 2013). Social factors The social factors can also influence on the buying behavior of the consumers. Some significant factors affecting the process of making a decision of the consumers are the reference groups, the role, family and status of the individual(Lee and Hanna, 2015). Level of need of laptop on Maslow Hierarchy of needs theory On this theory state that individuals are motivated to achieving a certain needs. When one of the need is fulfilled, the individual may seek to fulfill the next one(Lester, 2013). On the Maslows pyramid of needs, laptop falls on the category of cognitive needs, which are also referred to as higher odd needs. Purchasing the laptop is aimed to satisfy the desire to know things. A consumer may use the laptop for research purposes, work or the willingness to understand various concepts when using the laptop(Lester, 2013). Conclusion The consumer is any individual who intends to purchase a given service or a product in the market place. In this paper, it has looked at the consumer decision-making process when they intending to purchase a laptop. It has elaborated on the steps that are involved, the factors that influence the decision. Moreover, it has looked at the Maslows hierarchy of needs theory where the product in question-laptop can be placed on the pyramid. References Armstrong, G., Adam, S., Denize, S. and Kotler, P, 2014. Principles of marketing. s.l.:Person Australia. Betsch, T. and Haberstroh, S. (Eds.), 2014. The routines of decision-making. s.l.:Psychology Press. Jobber, D. and Ellis-Chadwick. F, 2012. Principles and practice of marketing (No, 7th). s.l.:McGraw-Hill Higher Education. Lee, J. M. and Hanna, S. D, 2015. 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