Understanding consumers has always been fundamental in marketing, but study approaches have changed and evolved continuously . Let’s think how from 4P we passed to 6C . One of the postulates of this change is given by the passage of a logic based on the product to one based on the consumer. = P (product) > C (Consumer). Thus all theories of consumer behavior, decision models and the concept of problem solving (among other billions of things) were developed and validated.
In general the key question for companies was, how do consumers decide? What are the factors that determine the decision? how can we influence them in the choice? all these questions have had more than one answer, more than one theory to refer to.
1) How do consumers decide? the decision-making process of consumers and the birth of problem solving
The decision-making process is the result of the combination of numerous environmental factors, with which the subject interacts, but also the result of his personal characteristics. It is therefore important to remember that individual characteristics, decision-making process and reference environment are fundamental concepts for defining consumer behavior and for exploring the way in which consumers make their purchasing decisions.
In the 90s decision-making becomes part of the logic of Problem Solving . We are Bahrain Mobile Number List talking about actions that the consumer puts in place to solve a problem (hence problem solving) which generates tension and a state of dissatisfaction in the subject.
There are some key assumptions we need to talk about:
- there are two or more alternatives on the market and the consumer must necessarily make a choice;
- the evaluation criteria facilitate the prediction of the consequences of choosing each alternative given the objectives of the consumer. For example, an important criterion may be that of economic convenience on the satisfaction deriving from the purchase;
- the consumer uses decision rules and evaluation procedures to determine the alternative to choose (P, external appearance, attributes, etc);
- The information used for decisions comes from external sources and from the memory of the consumer.
Now that we have introduced the concept we can answer the second question.
2) What are the factors capable of influencing the type of decision-making process?
- involvement stimulates the consumer’s willingness to engage in the decision-making process. an involved and competent consumer can also apply simplified procedures when he has to repeat a purchase in Cryp Email List known and similar conditions to the past
- Experience : The greater the knowledge available on alternatives and evaluation criteria, the greater the consumer’s ability to develop rapid and not particularly demanding choice processes.