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ASSIGNMENT COVER

REGION: _______________________________ HARARE____________

PROGRAMME: MARKETING MGT (BCOMHMKT) INTAKE: ____31

FULL NAME OF STUDENT: _ DENNIS D CHIGODORA PIN: P1894990L

MAILING ADDRESS: _ 2069 NEW MARLBOROUGH HARARE

CONTACT TELEPHONE/CELL: 0772256029/0771322456 ID. NO.: 63-2038404P05

COURSE NAME: SELLING AND SALES MANAGEMENT COURSE

CODE: BMKT 209

ASSIGNMENT NO. . 1_________________________ DUE DATE: 2023

ASSIGNMENT TITLE: __________________________________________________________

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______________________________________________________________________________

MARKER’S COMMENTS: ______________________________________________________

______________________________________________________________________________

____GOOD WORK________________________________________________

______________________________________________________________________________
______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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OVERALL MARK: ____70%_________ MARKER’S NAME: KAROMBO_G____________

MARKER’S SIGNATURE:________GK_______________________ DATE: __20.10.23____

Question 1

Consumer decision making process is a problem solving or need satisfaction. Explain

the statement showing the steps a consumer can undergo. (25)

The buying process begins when customers recognise an unsatisfied need. Then they seek
information about how to satisfy the need- what, products might be useful and how they can
be bought. Customers evaluate the various alternative sources of merchandise such as stores,
catalogues, and the Internet and choose a store or an Internet site to visit or a catalogue to
review.

Many people think that the most important stage in a sale is when a customer hands over the
money. But actually, when it comes to how to influence consumer behaviour, every single
step in the consumer decision-making process plays an important role. For businesses to
maximize profit, it’s imperative that they pay attention to every stage in the buying process.

Consumers don’t just decide to buy. Their buying behaviour is determined by many different
factors.

The consumer decision-making process involves five basic steps. This is the process by
which consumers evaluate making a purchasing decision. The 5 steps are problem
recognition, information search, alternatives evaluation, purchase decision and post-purchase
evaluation.

The consumer decision-making process can seem mysterious, but all consumers go the basic
steps when making a purchase to determine what products and services will best fit their
needs.

Think about your own thought process when buying something—especially when it’s
something big, like a car. You consider what you need, research, and compare your options
before making the decision to buy. Afterward, you often wonder if you made the right call.

Behavioural scientists regard the consumer decision-making process as a problem solving or

need-satisfaction process (Blackwell, et al., 2003). Thus, an electronic calculator may be
bought in order to solve a problem – inaccuracy or slowness in arithmetic – which itself
defines the need – fast and accurate calculations
Understanding the consumer decision-making process is crucial for marketers because it
allows them to identify the driving forces behind consumers purchasing goods and services.
Marketers should examine how their target audience will choose products and services when
establishing a marketing strategy.
Understanding how customers decide what they want to buy is often a key part of the most
successful marketing plans.

Consumer behaviour refers to buyers who are purchasing for personal, family, or group use.
Consumer behaviour can be thought of as the combination of efforts and results related to the
consumer's need to solve problems. Consumer problem solving is triggered by the
identification of some unmet need. A family consumes all of the milk in the house or the tires
on the family care wear out or the bowling team is planning an end-of-the-season picnic. This
presents the person with a problem which must be solved. Problems can be viewed in terms
of two types of needs: physical (such as a need for food) or psychological (for example, the
need to be accepted by others). √
For many products, the purchasing behaviour is a routine affair in which the aroused need is
satisfied in a habitual manner by repurchasing the same brand. That is, past reinforcement in
learning experiences leads directly to buying, and thus the second and third stages are
bypassed. This is called simple decision making. However, if something changes appreciably
(price, product, availability, services), the buyer may re-enter the full decision process and
consider alternative brands. Whether complex 0r simple, the first step is need identification. 1.

Below I have steps in the consumer decision making process and the stages you need to
follow.

Understanding this process is vital it helps in problem solving and need satisfaction and will
also attract more potential consumers and turn them into buyers.

√
1. Need identification
Recognizes the need for a service or product
The consumer decision process starts with the recognition of need, that is, the consumer must
recognize the need to purchase a product, then goes through the process to choose the
product. A display or any other promotion may remind the consumer that she/he needs the
product, or may awaken the latent demand for the brand or product category.

Whether we act to resolve a particular problem depends upon two factors: (1) the magnitude
of the discrepancy between what we have and what we need, and (2) the importance of the
problem. A consumer may desire a new Cadillac and own a five-year-old Chevrolet. The
discrepancy may be fairly large but relatively unimportant compared to the other problems
he/she faces. Conversely, an individual may own a car that is two years old and running very
well. Yet, for various reasons, he/she may consider it extremely important to purchase a car
this year. People must resolve these types of conflicts before they can proceed. Otherwise, the
buying process for a given product stops at this point, probably in frustration.

Once the problem is recognized it must be defined in such a way that the consumer can
actually initiate the action that will bring about a relevant problem solution. Note that, in
many cases, problem recognition and problem definition occur simultaneously, such as a
consumer running out of toothpaste. Consider the more complicated problem involved with
status and image–how we want others to see us. For example, you may know that you are not
satisfied with your appearance, but you may not be able to define it any more precisely than
that. Consumers will not know where to begin solving their problem until the problem is
adequately defined. √
Marketers can become involved in the need recognition stage in three ways. First they need to
know what problems consumers are facing in order to develop a marketing mix to help solve
these problems. This requires that they measure problem recognition. Second, on occasion,
marketers want to activate problem recognition. Public service announcements espousing the
dangers of cigarette smoking is an example. Weekend and night shop hours are a response of
retailers to the consumer problem of limited weekday shopping opportunities. This problem
has become particularly important to families with two working adults. Finally, marketers can
also shape the definition of the need or problem. If a consumer needs a new coat, does he
define the problem as a need for inexpensive covering, a way to stay warm on the coldest
days, a garment that will last several years, warm cover that will not attract odd looks from
his peers, or an article of clothing that will express his personal sense of style? A salesperson
or an ad may shape his answers.

The first step of the consumer decision-making process is recognizing the need for a service
or product. Need recognition, whether prompted internally or externally, results in the same
response: a want. Once consumers recognize a want, they need to gather information to
understand how they can fulfil that want, which leads to step two.

But how can you influence consumers at this stage? Since internal stimulus comes from
within and includes basic impulses like hunger or a change in lifestyle, focus your sales and
marketing efforts on external stimulus.

Develop a comprehensive brand campaign to build brand awareness and recognition––you

want consumers to know you and trust you. Most importantly, you want them to feel like they
have a problem only you can solve.

Example: Winter is coming. This particular customer has several light jackets, but she’ll
need a heavy-duty winter coat if she’s going to survive the snow and lower temperatures.

Information gathering
Gathers information

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.
Your job as a brand is to give the potential customer access to the information they want,
with the hopes that they decide to purchase your product or service. Create a funnel and plan
out the types of content that people will need. Present yourself as a trustworthy source of
knowledge and information.

Another important strategy is word of mouth—since consumers trust each other more than
they do businesses, make sure to include consumer-generated content, like customer reviews
or video testimonials, on your website.

Example: The customer searches “women’s winter coats” on Google to see what options are
out there. When she sees someone with a cute coat, she asks them where they bought it and
what they think of that brand.

Many needs can only be satisfied after a period of information search. Thus a prospective car
purchaser who requires a small, economical car may carry out a considerable search before
deciding on the model that best satisfies these needs. This search may involve visiting car
showrooms, watching car programmes on television, reading car magazines and so on.
Provision of appropriate literature and information are some of the ways the salesperson
initiates contracts with the buyer.

After a need is recognized, the prospective consumer may seek information to help identify
and evaluate alternative products, services, and outlets that will meet that need. Such
information can come from family, friends, personal observation, or other sources, such
as Consumer Reports, salespeople, or mass media. The promotional component of the
marketers offering is aimed at providing information to assist the consumer in their problem
solving process. In some cases, the consumer already has the needed information based on
past purchasing and consumption experience. Bad experiences and lack of satisfaction can
destroy repeat purchases. The consumer with a need for tires may look for information in the
local newspaper or ask friends for recommendation. If he has bought tires before and was
satisfied, he may go to the same dealer and buy the same brand.

Information search can also identify new needs. As a tire shopper looks for information, she
may decide that the tires are not the real problem that the need is for a new car. At this point,
the perceived need may change triggering a new informational search.

Information search involves mental as well as the physical activities that consumers must
perform in order to make decisions and accomplish desired goals in the marketplace. It takes
time, energy, money, and can often involve foregoing more desirable activities. The benefits
of information search, however, can outweigh the costs. For example, engaging in a thorough
information search may save money, improve quality of selection, or reduce risks. As noted
in the integrated marketing box, the Internet is a valuable information source.

√
Evaluation of alternatives and selection of the best solution
Weighs choices against comparable alternatives
At this point in the consumer decision-making process, prospective buyers have developed
criteria for what they want in a product. Now they weigh their prospective choices against
comparable alternatives.

Alternatives may present themselves in the form of lower prices, additional product benefits,
product availability, or something as personal as colour or style options. Your marketing
material should be geared towards convincing consumers that your product is superior to
other alternatives. Be ready to overcome objections —e.g., in sales calls, know your
competitors so you can answer questions and compare benefits.

Example: The customer compares a few brands that she likes. She knows that she wants a
brightly coloured coat that will complement the rest of her wardrobe, and though she would
rather spend less money, she also wants to find a coat made from sustainable materials.

1. Evaluative (choice) criteria: these are the dimensions used by consumers to compare or
evaluate products or brands. In the car example, the relevant evaluative criteria may be fuel
economy, purchase price and reliability.
2. Beliefs: these are the degrees to which, in the consumer’s mind, a product possesses
various characteristics, for example, roominess.
3. Attitudes: these are the degrees of liking or disliking a product and are in turn dependent
on the evaluative criteria used to judge the products and the beliefs about the product
measured by those criteria. Thus beliefs imply knowledge,
4. Intentions: these measure the probability that attitudes will be acted upon. The assumption
is that favourable attitudes will increase purchase intentions, that is, the probability that the
consumer will buy. Given this system, it makes sense for a salesperson to find out from a
prospect the evaluative criteria being used to judge alternative products

When the search actually occurs, what do people do with the information? How do they spot,
understand, and recall information? In other words, how do they process information? This
broad topic is important for understanding buyer behaviour in general as well as effective
communication with buyers in particular, and it has received a great deal of study. Assessing
how a person processes information is not an easy task. Often observation has served as the
basis. Yet there are many theories as to how the process takes place. One widely accepted
theory proposes a five-step sequence.2. √
• Exposure. Information processing starts with the exposure of consumers to some source of
stimulation such as watching television, going to the supermarket, or receiving direct mail
advertisements at home. In order to start the process, marketers must attract consumers to the
stimulus or put it squarely in the path of people in the target market.

• Attention. Exposure alone does little unless people pay attention to the stimulus. At any
moment, people are bombarded by all sorts of stimuli, but they have a limited capacity to
process this input. They must devote mental resources to stimuli in order to process them; in
other words, they must pay attention. Marketers can increase the likelihood of attention by
providing informational cues that are relevant to the buyer.
• Perception. Perception involves classifying the incoming signals into meaningful
categories, forming patterns, and assigning names or images to them. Perception is the
assignment of meaning to stimuli received through the senses. (More will be said about
perception later.)

• Retention. Storage of information for later reference, or retention, is the fourth step of the
information-processing sequence. Actually, the role of retention or memory in the sequence is
twofold. First, memory holds information while it is being processed throughout the
sequence. Second, memory stores information for future, long-term use. Heavy repetition and
putting a message to music are two things marketers do to enhance retention.

• Retrieval and application. The process by which information is recovered from the memory
storehouse is called retrieval. Application is putting that information into the right context. If
the buyer can retrieve relevant information about a product, brand, or store, he or she will
apply it to solve a problem or meet a need.

Variations in how each step is carried out in the information-processing sequence also occur.
Especially influential is the degree of elaboration. Elaborate processing, also called central
processing, involves active manipulation of information. A person engaged in elaborate
processing pays close attention to a message and thinks about it; he or she develops thoughts
in support of or counter to the information received. In contrast, no elaborate, or peripheral,
processing involves passive manipulation of information3. It is demonstrated by most airline
passengers while a flight attendant reads pre-flight safety procedures. This degree of
elaboration closely parallels the low-involvement, high-involvement theory, and the same
logic applies.

Purchase
Makes actual purchase

This is the moment the consumer has been waiting for: the purchase. Once they have
gathered all the facts, including feedback from previous customers, consumers should arrive
at a logical conclusion on the product or service to purchase.

If you’ve done your job correctly, the consumer will recognize that your product is the best
option and decide to purchase it.

Example: The customer finds a pink winter coat that’s on sale for 20% off. After confirming
that the brand uses sustainable materials and asking friends for their feedback, she orders
the coat online.

After the consumer has evaluated all the options and would be having the intention to buy
any product; there could be now only two things which might just change the decision of the
consumer of buying the product that is what the other peers of the consumer think of the
product and any unforeseen circumstances. Unforeseen circumstances, for example, in this
case could be financial losses which led to not buying of the product. √
 After much searching and evaluating, or perhaps very little, consumers at some point have to
decide whether they are going to buy. Anything marketers can do to simplify purchasing will
be attractive to buyers. In their advertising marketers could suggest the best size for a
particular use, or the right wine to drink with a particular food. Sometimes several decision
situations can be combined and marketed as one package. For example, travel agents often
package travel tours.

To do a better marketing job at this stage of the buying process, a seller needs to know
answers too many questions about consumers' shopping behaviour. For instance, how much
effort is the consumer willing to spend in shopping for the product? What factors influence
when the consumer will actually purchase? Are there any conditions that would prohibit or
delay purchase? Providing basic product, price, and location information through labels,
advertising, personal selling, and public relations is an obvious starting point. Product
sampling, coupons, and rebates may also provide an extra incentive to buy. √
Actually determining how a consumer goes through the decision-making process is a difficult
research task. As indicated in the Newline box, there are new research methods to better
assess this behaviour.

Post-purchase evaluation of decision

Reflects on the purchase they made

This part of the consumer decision-making process involves reflection from both the
consumer and the seller. As a seller, you should try to gauge the following:

 Did the purchase meet the need the consumer identified?

 Is the customer happy with the purchase?
 How can you continue to engage with this customer?

Remember, it’s your job to ensure your customer continues to have a positive experience
with your product. Post-purchase engagement could include follow-up emails, discount
coupons, and newsletters to entice the customer to make an additional purchase. You want to
gain life-long customers, and in an age where anyone can leave an online review, it’s more
important than ever to keep customers happy.

After the purchase the consumer might just go through post purchase dissonance in which
the consumer feels that buying the other product would be better. But a salesperson should
really take care of it, taking care of post purchase dissonance doesn’t only spread good words
for the product but also increases the chance of frequent repurchase.

CONCLUSION
Knowledge of the consumer decision-making process is very important to marketers in that,
in every stage of the process, as described in the basic model, the marketers should be
constantly involved to ensure that they influence the decisions made by the consumer.

All the way from the need recognition stage of the process, the marketer should understand
the dilemmas faced by the consumer in the effort of making the right decision. This
knowledge provides them with the relevant knowledge on the entry points that will have the
biggest impact when it comes to securing the sales (Williamson 2000, p.484). Effective
understanding of the entire process not only ensures that sales are secured, but also that the
consumers remain loyal to their brands. √

REFERENCES
https://www.lucidchart.com/blog/consumer-decision-making-process#:~:text=What
%20is%20the%20consumer%20decision,decision%20and%20post%2Dpurchase
%20evaluation.
https://www.questionpro.com/blog/consumer-decision-making-process/
https://research-methodology.net/consumer-decision-making-process-a-detailed-
analysis/
https://biz.libretexts.org/Bookshelves/Marketing/Introducing_Marketing_(Burnett)/
04%3A_Understanding_Buyer_Behavior/
4.03%3A_Buyer_behavior_as_problem_solving