History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods. At the end of the s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods.
The Consumer or Buyer Decision Making Process is the method used by marketers to identify and track the decision making process of a customer journey from start to finish. It is broken down into 5 individual stages which we have decided to demonstrate with our latest decision making journey surrounding some rather sorry looking trainers.
The customer feels like Post purchase evaluation process is missing and needs to address it to get back to feeling normal. If you can determine when your target demographic develops these needs or wants, it would be an ideal time to advertise to them.
In our case we noticed our running trainers were looking a little worse for wear and we acknowledged the need for a new pair. This is the search stage of the process.
One that is continually changing from old fashioned shopping around to the new shop front which is Google other search engines are available - apparently. Information is not only gathered about stuff and on things but from people via recommendations and through previous experiences we may have had with various products.
In this stage a customer is beginning to think about risk management. This is the time when questions start being asked. Is this really the right product for me do? Do I need a different product?
The stage 3 to 2 transition may happen several times before stage 4 has been reached. Once the customer has determined what will satisfy their want or need they will begin to seek out the best deal.
This may be based on price, quality, or other factors that are important to them. Customers read many reviews and compare prices, ultimately choosing the one that satisfies most of their parameters.
In line with our example we started questioning if we actually needed running shoes: Were our original trainers that bad? So the process was able to continue. The positioning of the product also lent itself to where they were purchased, a sport shop rather than a shoe shop.
The review stage is a key stage for the company and for the customer likewise. Did the product match or exceed expectations?
If a customer finds that the product has matched or exceeded the promises made and their own expectations they will potentially become a brand ambassador influencing other potential customers in their stage 2 of their next customer journey, boosting the chances of your product being purchased again.
To finish our customer journey — we very much like the trainers we have chosen — we would recommend them to a friend, and on purchasing our next set of trainers would probably make a similar brand or product choice. Our satisfaction has made us a brand ambassador for the company who created our wonderful trainers unless they want to send us a free pair after this article….
Size 9 thank you. So there is the Consumer Decision Making Process in stages with the story of our last trainer purchase thrown in to boot no pun intended.
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Consumer behaviour emerged in the s and 50s as a distinct sub . [List as necessary] (iii) The offeror shall list those supplies that are foreign end products (other than those listed in paragraph (g)(1)(ii) of this provision) as defined in the clause of this solicitation entitled “Buy American—Free Trade Agreements—Israeli Trade Act.”.