The following article makes an attempt to critically evaluate the original problem solving approach to consumer decision making process with support of the analysis that the case study has reviewed. The writing is done over nine steps. It commences with the introduction phase that discusses the value of consumer tendencies and the value of decision making and in particular the value of traditional consumer decision making in consumer habit. The following subsection defines the comprehensive stages involved in traditional consumer decision making. Third, , is a comparative analysis done between traditional consumer decision making and holiday break decision making based on the stages of traditional consumer decision making model. This is further, accompanied by a realization that summarizes the outcome of the analysis altogether.
Consumer behavior is the study of the mental and emotional operations and observable tendencies of consumers during searching, consumption and post purchase of a product or service. Examining consumer habit and understanding the same is vital and needed for the success of any online marketing strategy. Consumer decision making process is the sequential stages of processes a consumer goes through when opting to get something or something. Any consumer is assumed to undergo five staged decision making process before trying to make any purchase. That is known as the original Decision making process. It is very essential for the marketer to comprehend your choice making process that the consumer goes through in order to successfully market the product.
III. TRADITIONAL DECISION MAKING PROCESS
The five important periods of the traditional consumer decision making process are: Need Identification, Information Search, Evaluation of Alternatives, Purchase and Post-Purchase evaluation.
Need Reputation & Problem Recognition:
Need identification is when a consumer has discovered a specific need or a difficulty that is unmet and should be immediately met. Two different styles of need/problem acceptance styles are present within consumers. The categories of individuals are those who select a product as today's product they are using does not function successfully. These consumers are known as "actual condition type consumers". The second type of consumers are the desired condition types, who desire a product because to desire to have one. So the desire becomes the trigger in their decision process. Altogether, a consumer at this time can be referred to as an aroused consumer who is vulnerable to any stimulus of the marketers charm.
Information search is the search is another subsequent level wherein, the buyer has already identified a product that will focus on his/her need. There are two types of searches, the inner search and the exterior search. The inner search is when the buyer recollects his/her past experience and makes that the bottom for his/her current decision making. An external search is when the buyer consults exterior environment factors for making his/her choice decision. It is because the buyer lacks sufficient experience. In lots of purchase decisions, a consumer conducts an internal search in combination with an external search as well. Normally, the consumers tend to entail themselves in extensive information search in products that require high risk and are more expensive than in case of products that require low risk and are inexpensive. The search conducted before buying a shoes would change from the search conducted before buying a car.
Evaluation Of Alternatives
In this matching stage, the consumer has identified a number of particular product/service that will meet his/her need. It really is here that the consumer makes the decision between the available potential alternatives based on brands and range of preferred criteria against which these products are assessed. The set of brands that will come in the consideration set of the consumer is named ''evoked established''. ''Inept establish'' is the set of brands that the product will not consider because it is looked upon by the buyer as unacceptable. ''Inert establish'' is the fact that group of brands that the consumer is indifferent towards because the buyer, will not consider the product to be having any particular advantages.
This is the stage wherein the buyer actually purchases a specific product after identifying need, executing search and evaluating possible alternatives. Individuals are normally recognized to be making three types of buys which are particularly trial buys, repeated acquisitions and long term commitment buys. The trial purchase refers to the illustration wherein a consumer tries to evaluate something or brand by it for the very first time. Repeated purchase is an instance of founded brand loyalty wherein consumers duplicate product purchases. Long run commitment is when consumers associate themselves in opting to purchase a specific brand of something and over again with time.
Post purchase Evaluation
This is the stage wherein the consumer has bought and used a particular product, the consumers' representation on if the product was gratifying or disappointing. In cases where the consumers needs are fulfilled or exceeded the buyer can be known as satisfied. If that does not happen, the buyer begins to experience ''cognitive dissonance'' which is an internal turmoil that the buyer experiences because of having conflicting ideas.
(Schiffman G. L, Kanuk L. L, Hansen. H, 2008)
When the holiday decision making plan of 27 Belgian households were examined, it was found that Holiday break decision making model did not have any set sequential stages, unlike the traditional decision making model. It had been noticed that in the vacation decision making model, the administrative factors enjoyed a essential role in deciding choice and time of holiday break decision making. Apart from this, it was found that unlike in the original decision making model, while planning for a holiday, there was no sequential advancement of holiday strategies. The typical factors that impact the need and your choice of trip decision making process was found to be situational factors, levels of involvement, day dreaming & nostalgia, expectation.
This is totally different from the original Decision making process which has very well organized and sequentialized. The need for a specific product/service is diagnosed, following which the information search and analysis of alternatives is performed. This further leads the consumer towards making a purchase and then post purchase evaluation. Unlike in the vacation decision model the factors that influence the decision making procedure for a consumer in traditional consumer decision making is the need that is induced because of the failure of something they are using or the desire to have a new product. Decision for choosing a product is performed here.
. The info search in traditional consumer decision making is well organized, which is at times external or internal or a combo of both based on the worthiness /risk of something.
The information search period in the vacation decision model was found to be unstructured unlike the original decision making model. In getaway decision making, information collection was discovered to be a continuing process that still proceeds even following the vacation has been booked. Information is collected after and during the vacation experience owing to cognitive dissonance, prolonged involvement/hedonic consumption. In addition, the info search in trip decision making is available to become more internal or storage based, than external or stimulus based mostly. However, all the information collected weren't always used. The holiday decision creators were also found to be low information searchers. Information gathered in a natural way in a non purposive way plus they become important within the last days and nights before a arranging is made. There is a shift observed from inside to external source of information and from general to more specific information totally. Hence in vacation decision making, information search information collection is not a direct predictor of genuine choices but helps in strongly directing out the personal preferences of your consumer.
Whereas, in traditional consumer decision making the information search is principally internal driven (like earlier experience) for products with low risk and products that are less expensive, external (like person guide) for products those require high risk and are expensive. The higher the past experience, the minimal the exterior search would be done. Information is considered very important and the information compiled becomes the travelling force in your choice making of a consumer. The kind of shift from standard to specific information hunt is not quite significant in traditional consumer decision making. In traditional consumer decision making, the search begins as inside and then proceeds to exterior and then a mixture of both. Additionally it is noticed that unlike vacation decision making, traditional consumer decision making individuals are enthusiastic information searchers and conducts a thorough research before deciding on a specific product. And lastly, in traditional consumer decision making, information collection strong items the tastes of consumer, and is a vital predictor of the actual decision that the buyer will take.
When it arrived to the analysis of alternatives in case of holiday decision making, the analysis conducted taken to light that vacation decision making was an ongoing circular process that started out with the making of your decision. Ideally, as one holiday ended, the holidays decision makers involved themselves in making the next plan. It had been also observed that your choice makers involved themselves to make lots of plans at the same time. So does indeed the evaluation of alternatives. As they constantly keep attaining information they have a tendency to keep transitioning their preference for alternatives.
And each one of the plans that the holiday maker made made up of different time horizons, different formulas and various types of decision making processes. Another instance in the event, highlighted the actual fact that getaway decision making was typically found to be versatile and opportunistic. In such cases holiday decision producers, though had willingness to visit a particular place for any occasion, they were found to be going only when the chance struck. Hence, adaptability and opportunity were found to be the two major criterias on which any occasion decision maker was found to analyzing and choosing the option of a holiday destination. Furthermore, these strategies were found to be aligned with situation also to the kind of decision making unit in which these were included. So while evaluating the alternative, the choice that is more advantageous to adapt and to which there is a prevailing opportunity was given more importance when compared to a on e which wasn't advantageous and that there is no opportunity.
Altogether, it was discovered that while evaluating alternatives and decision making, adaptability and your choice making device to which a holiday decision machine belonged affected to situations and decision making device to that they belong. When it came to evaluation, personal preferences were more given to experience founded techniques than pre-planned ones. Many trip designers didn't use any well identified strategies while making their decisions. Needs and desires were directly connected to choice alternatives because they're evoked at exactly the same time. Finally, they prefer simple decision guidelines even if they're not accurate. Along with, holiday producers decision strategies were seen as a factors like limited amount of control, selective processing, qualitative reasoning, feature based mostly non compensatory rules and a shortage for the evaluation of each alternative.
In comparison to this, in the original consumer decision making model the buyer evaluates products based on brands and critetrias. Unlike in holiday decision making, in traditional consumer decision making consumers follow a way wherein originally, a evoked place is generated predicated on the list of brands from which they plan to make their selection following which criterias will be utilized to judge each brand independently. Based on the position of criterias, the final product choice is made. Analysis of alternatives is not an ongoing process which is done only when a specific product is proven to be catering to a specific need/problem recognized. Hence traditional consumer decision making is not in virtually any manner not adaptable nor opportunistic somewhat its completely need/desire oriented. Also pre organized decisions were the one that was presented with more importance when it came up to analysis. Strategies are obviously made based on ranking of top features of a particular product of any brand. In traditional consumer decision making, evaluation of alternatives is characterized by the knowledge of the brand, information collected and the preference of criterias assessed for each brand/product of the evoked set.
When analyzing the purchase stage of the vacation decision making, it was found that the final decision making was made by consumers within the last minutes. This is mainly done to reduce the risk involved, expectancy, availability, devotion and personality.
It is also found from the situation that the purchase of the holiday decision making, is done instantaneously depending on momentary moods and feelings. Mental factors in simple fact were identified to be always a major factor based on which the holiday selections were made. The purchase is also done instantly as the holiday decision manufacturers are consumers whose alternatives are made all of a sudden for sudden pleasure. This features the fact that affective choice function is more relevant than traditional information processing mode in Vacation decision making model that in itself is an extremely experiential product.
Most of the vacation decision makers have a tendency to be positive and idealistic in the starting however they become natural only over time and last purchase is made only the previous moment. The reason for this style of move was recognized to be the target treatment or subjective perception of contextual factors. However contextual factors like job, family, situation are first considered before contextual inhibitors like time, money and budget.
The sense of cognitive dissonance can be thoroughly noticed in circumstance of holiday break decision making. Because of this connection with cognitive dissonance that is a post purchase matter it was seen that the informants engaged themselves in gathering information after and during the holiday experience altogether. The informants in many cases were found to be experiencing cognitive dissonance which continuously strived to lessen.
In the original decision making model, style of feel-learn-do is noticed to make a difference whereas the feel-learn-do and feel-do-learn sequence appear more important in the vacation decision making. Unlike the vacation decision making, in traditional consumer decision making the consumer plans sequentially prior to making the purchase. They locate a need, conduct information search, evaluates the alternatives and chooses to acquire a chosen product. Unlike in vacation decision making, in traditional consumer decision making the individuals are noticed to be positive, idealistic and practical right from the need recognition stage till this stage of purchase. Also, in case of traditional consumer decision making, the post purchase cognitive dissonance experienced by way of a consumer was found to be directly proportional to the chance or value associated with the product.
Based on the comparative analysis managed to get can be evidently summarized that holiday break decision making functions evidently varies from the traditional consumer decision making. Right from the beginning level of need acknowledgement till the level of post-purchase analysis level the disparities are evident and noticeable. vacation decision making is highly predicated on opportunities, adaptability and feelings to a very large extent. Unlike traditional consumer decision making holiday break decision making is found out to be combination of many processes. Hence altogether vacation decision making, is discovered to be a logical process and vacation decision making procedures and regarded as quite important as they are vital in reaching higher order goals.
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