Perception and the Decision Making Process

Perception and the Decision Making Process



Kotler’s Buying Decision Process:
This is the study of how and why people purchase goods and services. The term (consumer buying behaviour) shows the decision making processes from the moment we see a good or services, to the final experience of using the product or service. The model covers the various influences on and the process of the reason why we decide to buy a product or not.
http://www.marcbowles.com/courses/adv_dip/module12/chapter4/amc12_ch4_two.htm



An example for this is buying a body lotion. Firstly, the consumer feels that perhaps their skin is often too dry. They then look around shops or online to see the different options available. After they may feel that maybe instead of a body lotion they have the option to buy body oil. They evaluate all the different lotions and oils available. Soon, the consumer has decided to buy the middle of the range lotion with extra moisture. The post purchase behaviour may be good as now the consumer has soft and smooth skin and at the same time did not spend too much.






Definition:

The actions a person takes in purchasing and using products and services,including the mental and social processes that precede and follow these actions. The behavioral sciences help answer questions such as :Why people choose one product or brand over another, How they make these choices, and How companies use this knowledge to provide value to consumers

http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/index.htm