The process assumed by consumers in the course of meeting their utility is often very extensive and covers critical aspects of satisfaction. Every stage of the consumer decision process is critical as this would influence the final decision. The consumer decision model is always very essential for producers in the process of designing their products. Through paying keen attention to consumers’ actions, producers will be aware of the best practices that would allow achievement of the highest satisfaction among consumers. In the explication of the consumer decision model, the paper will closely consider actions that both users and producers of mobile phone handsets (Marchant, 1973).
Consumer purchase model
The consumer decision process often begins with recognition of the existing needs that should be satisfied by the purchase action. The need will exist in the event that there is a gap between the consumers’ actual situation and the situation existing in the market place. Within the mobile phone market, producing companies should be in a position of identifying the existing gap and tailor the products to meet feel these gaps. This will be followed information search, consumers will engage in actions that could help in getting relevant information of meeting their existing needs. In line with, mobile producing companies should constantly update their promotional actions to help in providing this pertinent information required by consumers. In addition, the use of company’s agents would help in providing key product information to potential consumers. After gathering relevant information that could help in meeting the existing needs, the consumer will adopt alternatives that would also meet the need. In the light of this, the companies should also provide alternative offers that can meet information desire and consumers utilities. This can involve indulgence in the production of substitute commodities or partnering with companies within the same industry (Marchant, 1973).
The fourth stage in the purchase model is the actual purchase. This is the decision to buy a particular commodity. After a consumer has decided on a given commodity for purchase, the producing companies should respond by readily providing the commodities and relevant usage on the products. The companies should respond timely and responsively to the purchase requests of the customers in order to realize the maximum heights of customers’ satisfaction. The companies providing the service or product should ensure that every aspects desired by consumers are realized in the products provided.
Finally, the last stage of the model is the post purchase decision. Regarding levels of utility attained, the consumer will either continue with the consumption in future periods or switch to the use of other substitutes. In the event that there is partial or dissatisfaction, the company should ensure improvement of these products so as to fully meet demands of the customers. However, in the event of full satisfaction, the companies should continue with similar services.
The strategy has been successful in a number of my purchase decisions owing to the inclusive nature of the model. At every stage, the model provides determining factors that could influence the final decision. As a result of this, a number of decisions adopted are often informed (Hayde, 2011).
In addition, the model is a perfect premonition on what actions companies should adopt in the future. Through actions of the customer in purchase, the entities will be in a position to predict future actions of the customers hence designing the best courses of actions. Constant review of the whole model will help companies offering commodities adopt the most informed and competitive actions. In the light of the elucidated model, it is prudent that the consumer purchase process is critical towards meeting desired satisfaction levels among customers (Sumathi & Saravanavel, 2003).
- Hayde, T. P. (2011). Integrated Consumer Decision Process model for the Internet. Rotterdam: Erasmus University.
- Marchant, S. J. (1973). A model of the consumer decision process of choosing a real estate broker and an illustration of its use for a broker in deciding whether to join a real estate franchise. Berkeley: University of California.
- Sumathi, S., & Saravanavel, P. (2003). Marketing research and consumer behaviour. New Delhi: Vikas Pub.
