Answer to Question #188719 in Marketing for Jiya khan

Question #188719

Aslam needs to purchase a car to travel to Arid University campus every day. He likes to buy an affordable and economical car for everyday transport. Briefly describe the consumer decision process that he may undergo in order to buy a suitable car? 

Expert's answer

According to Schneider, Bayktar, and Krieger( 2011), the consumer decision-making process involves five steps when a buyer intends to purchase an item.

Step 1: Need recognition.

Aslam will first identify his specific needs based on the external and internal environment pressure. Therefore, in this case, Aslam needs a car that can operate well for the routine drive to Arid university.

Step 2: information search.

After defying the need, Aslam will search for information about the best economical and affordable car to drive to Arid university.

Step 3: alternative evaluation.

When consumers buy highly involving commodities such as a car, they always make an alternative evaluation by visiting different shops to determine whether they will get a better item that they can comfortably afford and maintain based on their economic situation.

Step 4: purchase decision

The purchase decision significant step of decisions making process. The press and Arnould ( 2011) note that the critical thing as a marketer is to understand all the possible influences and how each can be Manipur make an individual purchase a given product. In this case, the factors that influence Aslam car purchasing decisions are the economic situation and the car's performance in the Arid environment.

Step 5: post-purchase behaviour.

When Aslam has already bought and started using the car, he will evaluate the performance of the vehicle and compare it with the other options he left; however, when the car performance meet the expectations, it will motivate the customer to advise other people to buy the same car

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