Discussion

Discuss consumer decision on whether or not to purchase a TomTom Go 720 using Decision Making
Process.

Need recognition

The first step of the consumer decision-making process is recognizing the need for a service or
product. Need recognition/problem recognition occurs whenever the consumer sees a significant
difference between his/her current state and some desired or ideal state. Based on the article,
consumer who is interested to purchase TomTom Go 720 it is when the consumer does not have a
GPS and unable to arrive at their destinations on time, relaxed, and safely. 

Search for information

Information search/search for information is the process in which the consumer surveys his/her
environment for appropriate data to make a reasonable decision. When researching their options,
consumers again rely on internal and external factors, as well as past interactions with a product or
brand, both positive and negative. In the information stage, they may browse through options at a
physical location or consult online resources, such as Google or customer reviews. For example,
consumer will search more information about companies that manufacturer GPS car
navigation systems including TomTom Go 720. When consumer sees the article above stated that
TomTom Go 720 navigation devices enable users to arrive at their destinations on time, relaxed, and
safely, this will attract consumer who does not have GPS to buy TomTom Go 720.

Evaluation of alternatives

Now that consumers have harvested all their data, they will set about evaluating the alternatives in
order to make the best decision. Two considerations will come into play during this stage such as
objective characteristics of the alternative choices as well as the subjective characteristics. For
example, consumer will evaluate TomTom Go 720 with other companies brand based on their
uniqueness such as various models for instance the TomTom Go 720 offers various option for
personalized use (such as a choice of voice, screen colours, and whether security warnings are
required), a wider screen, and five hours of battery life, as well as a highly sensitive GPS receiver.
TomTom Go 720 also has a thinner mounting bracket by which it is attached to the windshield,
making it easier to operate. Its screen width has been increased and its body made slimmer so that it
easily fits into one pocket and its carrier case.

Purchase decision

This stage comes after the consumer has taken into account all solutions relevant to his or her
shopping needs, and thus is ready to buy. Those that have adhered to the above principals and
offered assistance at every stage will find themselves strategically positioned for this impending sale.
For example, consumer finds TomTom Go 720 very good and it has a good quality GPS such as at
TomTom home, consumer can check whether they have the latest maps and points of interest. The
devices unique patented shared technology further ensures that users can report map errors and
share them with one another. The ‘Help me’ functions direct users to the nearest emergency service
or provided their exact location to enable an emergency service to find them. It can also use as a
hands free device for certain phones hence, consumer make their decision to buy the TomTom Go
720 GPS.

Post-purchase evaluation

This part of the consumer decision-making process involves reflection from both the consumer and
the seller. After purchase TomTom Go 720 GPS, consumer will evaluate TomTom Go 720 such as is
the purchase meet the need, is the consumer is happy with the purchase and can the consumer will
purchase this product again. For example, after purchase the TomTom Go 720 GPS, consumer will
rated TomTom Go 720 5.0 and will suggest this product to other consumer.

Reference

1) https://www.lucidchart.com/blog/consumer-decision-making-process
2) https://zoovu.com/blog/how-to-leverage-the-5-stages-of-the-customer-decision-making-
process/