Blog Post 3

Chapter 3

Consumer Behavior

The Consumer Purchase Decision Process breaks down each step a consumer’s mind goes through when making a purchase. This decision happens with both high and low involvement products. Although this happens with both types of products the high involvement products make the last four steps much deeper than they would be otherwise. I am going to list the 5 steps as well as a simple explanation and an example from my own experiences with Stumble.

1. Problem Recognition

           

-When the consumer realizes they have a need

           

*When Stumble Clothing LLC was officially formed we searched for a manufacturer to get our clothing from.

2.Information Search

-When the consumer makes an effort to seek value

*As a team we contacted many manufacturers, looking to find what types of shirts we wanted to purchase.

3. Alternative Evaluation

-When the consumer assess the value between products.

*We narrowed our search of manufacturers down to two shops. They offered different prices but the products were slightly different as well.

4. Purchase Decision

-When the consumer comes to their decision

*After evaluating which of the two shops was offering us a better value, we ended up going with the more expensive shop because they could offer more detail.

5. Post-Purchase Behavior

-When the consumer examines the value in consumption and forms an opinion about their purchase.

*We were satisfied with many aspects of our shirts, but unfortunately we were unhappy with the tags. We decided exactly what we liked and did not like, then we let the manufacturer know.