Consumer Behavior: Importance The Consumer Decision-Making Process

The art and a science of making decisions that has been studied over generations is known as decision making. The secret of marketing lies in learning the needs and wants of customers and how to influence the customer decision making process so that he buys the product above competition.
Behind a simple decision making process, there are many thought processes that influence the decision making. A buyer may take a spur of the moment decision or an emotional one by taking a well thought out and researched decision. Based on this observation, different processes can be defined for making decisions.
Processes a consumer uses to make decisions of purchase as well as to use and dispose of purchasing goods or services, also includes factors that

• Consumer behaviour describe how consumers make purchase decisions and how they use and dispose of the purchased goods or services.
• It also describes the factor that influence the purchase decision and product use.
To serve consumers who think that they should be doing the extensive decision making but dislike the effort involved, retailers could deliver value by training salespeople to be knowledgeable about a number of brands so they could narrow the search for their consumers.
1.2.2. Concept of Consumer Decision
Consumers constantly make decisions regarding the choice, purchase and use of products and services. These decisions are of great importance not only for the consumers themselves, but also for the policy makers and marketers. These are often difficult decisions. Consumers are often faced with a large number of alternatives that are constantly changing due to new technologies and competitive pressures.
Common examples include deciding and shopping what to eat. Decision making is a psychological construct that means although a decision cannot be seen inferred that a decision had been made from observable behaviour. Therefore, we may come to a conclusion that a psychological decision making event has occurred. It is a construction that imputes commitment to action and is based on observable actions and by assuming that people have made a commitment to effect the

Process of Consumer Decision Making
The buyer or consumer decision making process is the method used by marketers to identify and track the decision making process of a customer journey from start to finish. It is broken down into five individual stages which we have decided to demonstrate with some rather sorry looking trainers and moves to latest decision making journey.
Every marketer’s goal is to get inside the head of the consumer. The marketer has to figure out how the consumer makes decisions and how you can get them to make a decision to purchase your product or service. There are 5 steps to a consumer decision making process a need or a want is recognized, search process, comparison, product selection/service selection and evaluation of decision. Figure 1.2.2: Process of Consumer Decision Making
Problem Recognition
Mostly, the decision making starts with some sort of problem. The consumer develops a need or a want that they want to be satisfied. Consumer feel like something is missing and needs to address it to get back to feeling normal. If you can determine when your target demographic develops these wants or needs, it would be an ideal time to advertise to them. For example, they ran out of toothpaste and now they need to go to the store and get