Holiday Decision Making Essay
CONSUMER BEHAVIOR AND HOLIDAY
I- Holiday decision-making is different from the traditional problem-solving model of consumer decision-making:
1) The traditional problem-solving model of consumer decision-making:
* Behind the visible act of making a purchase lies a decision process that must be investigated. * The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy.
* Five Stages of Consumer Behavior:
A. Problem Recognition: Perceiving a Need:
* Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. * Can be as simple as noticing …show more content…
Three possibilities | From whom to buy | When to buy | Do not buy | which depends on such considerations * Terms of sale * Past experience buying from the seller * Return policy. | which can be influenced by * Store atmosphere * Time pressure * a sale * Pleasantness of the shopping experience. | |
E. Postpurchase Behavior: Value in Consumption or Use
* After buying a product, the consumer compares it with expectations and is either satisfied or dissatisfied. * Satisfaction or dissatisfaction affects * Consumer value perceptions * Consumer communications * Repeat-purchase behavior. * Many firms work to produce positive postpurchase communications among consumers and contribute to relationship building between sellers and buyers. * Cognitive Dissonance: The feelings of postpurchase psychological tension or anxiety a consumer often experiences * Firms often use ads or follow-up calls from salespeople in this postpurchase stage to try to convince buyers that they made the right decision.
In short, in the traditional problem-solving model of consumer decision-making, people tend to consider and investigate all the needs and desires of a product carefully through a range of steps. There are both internal and external factors affect on the