Let\'s explore what the Consumer Decision Process is by examining a recent purch

Question

Let's explore what the Consumer Decision Process is by examining a recent purchase that you have made. This should be a purchase that involved (in some detail) each of the five stages. This means it's a past purchase (because you need to reflect on the last stage; Postpurchase). Organize this part of your post using these specific headings: a) Problem Recognition b) Information Search c) Alternative Evaluation d) Purchase e) Postpurchase Within each heading take us through this single purchase experience. USE CONCEPTS from the readings (placing the concepts in bold), to describe some of your observations. Here are some required concepts that should be used for each of the above: Problem Recognition: What is the desired state? What is the actual state? (use brands to describe these states). Identify the major motive/need that is underlying this purchase. Information Search: Did you conduct Internal Search? External Search? or both? Identify and give examples of the type of search to support. Alternative Evaluation: What evaluative criteria for the purchase did you identify? Was there a difference between Salient and Determinant attributes? What brands existed in your evoked set? Purchase: In the readings there were considerations and influences for the purchase stage. Identify the ones that influenced your choice of how to buy the product. Postpurchase: Are you satisfied? Ideally, the actual state and desired state put forth in Problem Recognition should come together (hope becomes reality). In other words, did this purchase solve all your needs AND did the product/brand live up to it's promises. Last, did you suffer any Cognitive Dissonance (Buyer's Remorse)? Use your references (minimum of 2)

TOPIC 2: Identify the LEVEL of Involvement from the purchase explored above. Explain (in detail) why you advocate that specific level. Use a minimum of one (1) reference

Explanation / Answer

Reccently I have purchased an Electronic Voltage Stabilizer of V-Guard brand.

The V-Guard stabilizer which I bought has the model no. VWI 400. It can take upto 1.5 ton Air Conditioner limit. Its capacity is 12 Amps.

The decsion process I have gone through consists of 5 steps :-

a) Problem Recognition :-

One cannot buy a product without its need. So, the first and the most important step in the decision process consists of two stimuli - internal and external. In my case, it is internal stimuli as I was having a particular need for the product. In my area there may sometimes occur voltage problem so because of this my AC would not run smoothly. So, I needed double booster stabilizer for solving the problem. Before I was having a single booster AC stabilizer. First I decided to buy a triple booster (desire state) to overcome the problem completely but as my budget was not so high as of now , I finally decided to buy same brand double booster stabilizer (actual state).

b) Information Search :-

This step is important to find out what is best for you. For the buying of the product, I did both internal and external search. Although I gave more preference to the external one. For internal search, I asked family and my friend circle. For external search I did quite a research on the internet to get a knowledge of some good stabilizers. I browsed many websites portal that provides information of electronic products.

c) Alternative Evaluation :-

At this step, I evaluated a variety of branded stabilizers. For evaluation method there may be some factors like cost, features, customer's expectancy etc. After evaluating many branded stabilizers such as Monitor, Shakthi, ACE etc I had decided to buy V-Guard double booster voltage stabilizer as it was fullfilling all my expectation on a low budget. Besides I also wanted to have a display meter with it so that it can show the voltage fluctuation and it has a good brand name also. One of the best feature of the product which I like is that during low voltage, stabilizer automatically shuts down to save AC from any damage. I also evaluated products those have bad reviews of customers.

d) Purchase :-

In this stage a consumer purchases a product. I bought the decided product from an online shopping website, as it was pretty easy for me to get it. Also I was getting an offer of product delivery within 3 days.

e) Postpurchase :-

As a matter of fact, I am very much satisfied with the product I bought. Although I first planned to buy triple booster V-Guard product but now I am very satisfied with the double booster as it is cost effective. As per my expectations I got the product. As of now, it solved all my concern regarding the voltage issue.  

Yes, at some level, brands fulfills their promises. Well, coming to Cognitive Dissonance, I didn't regret after buying and using the product. And didn't thought of returning it.

Reference :-

https://www.b2bmarketing.net/en/resources/blog/5-steps-understanding-your-customers-buying-process

https://www.professionalacademy.com/blogs-and-advice/marketing-theories---explaining-the-consumer-decision-making-process

TOPIC 2:

My level of involvement was high as I was very much interested and in need of buying the product. I took side of the product because it perfectly satisfied all my needs and till now working absolutely fine. Also, it is not putting pressure to my inverter AC when voltage fluctuates.

Reference :-

https://open.lib.umn.edu/principlesmarketing/chapter/3-2-low-involvement-versus-high-involvement-buying-decisions-and-the-consumers-decision-making-process/

Hope I have answered all the sub questions which you have asked.

If any query, please comment. Thank you :)

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