Consumer Behavior
Each day across the globe consumers are making decisions that impact the lives of all of us. While these choices may seem inconsequential; their impact is far reaching. Behind each purchase is drive and motivation. This drive and motivation is what moves the global market place. This free essay writer online paper will seek to define the term consumer behavior as it relates to marketing, as well as provide a recent example of how the four P’s affected the purchasing decisions of the author.

Consumer behavior can be defined as the study of processes people use to obtain products, experiences, purchases and services that satisfy their needs, as well as the impact of these processes on the consumer and society (Hawkins, Mothersbaugh, & Best, 2007).

The study of consumer behavior plays an important role in the implementation of marketing campaigns. Companies and organizations use this information to gain a better understanding of how to reach the consumer. Marketing campaigns are generally used to promote a product, a public policy or some form of social marketing. While each of these applications is distinct, each has its roots in consumer behavior. By better understanding the thought process of the consumer, organizations can better market to them. For example, food companies know that people are more likely to buy food products when they are hungry. Because of these companies such as McDonalds, Wendy’s and Burger King will play commercials around breakfast and dinner time. By understanding the consumer companies are able to use their advertising dollars more effectively (Perner, n.d.).

Recently the author of this paper made a purchase at a local Starbucks. This purchase consisted of a vanilla latte, two bottles of water and a fruit cup. While this purchase seemed spontaneous and unplanned, the four P’s of marketing played an important role.

At first glance one may assume that product played an important part in this particular purchase. The author may have purchased this product based on the brand name, packaging and quality. Starbucks does provide a quality product at a reasonable cost. Although, so do Tully’s and Seattle’s Best. Based on the equal product quality of Starbucks competitors one could conclude that the author did not make this purchase based solely on the Starbucks product aspect of the marketing mix.

Consumer Decision Making Process
The consumer decision making process is happening every moment. Before a consumer makes an actual purchase the consumer decision making process is in full swing. This essaywriter paper will summarize the elements that make up the consumer decision making process, the effect it has on consumers, as well as the way in which marketers can use this process to drive the actions of its current and potential customers.

The actions that a person takes before, during, after a purchase make up the consumer decision making process. This includes a number of physical, mental and social processes. These processes can be broken down into a number of key stages. By understanding this process, as well as the stages involved companies are able better market to their consumer base providing superior services and products.

In consumer decision making process there are five write my essay for free stages. These stages are problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. While these by no means make up every feeling and emotion of the consumer, they do provide a framework and overview of the processes involved in a purchase decision.

Problem recognition in The Consumer Decision Making Process

This is the first stage in the cycle of the consumer decision making process. This stage is important because it is the foundation for all remaining stages. Problem recognition happens when the consumer realizes a need. The consumer notices a difference between their perceived ideas and reality. After this realization the consumer then makes a decision to correct the situation to meet his or her perceived ideas. An example of this would be the consumer noticing that their tank was low on gas. Once the consumer realizes they are out of gas he or she may recognize this as a problem. If the problem has been defined one can move into the next stage of the consumer decision making process.

Information Search in The Consumer Decision Making Process

This stage of the consumer decision making process is actually a two step process. The first step is the internal search. The consumer uses their memory of past experiences to recall a product that would fulfill their need. This works well for products or services that are frequently purchased. The second step is the external search. This step may be skipped if the consumer is successful in their internal search. The external search can include talking with friends or relatives, searching the internet or referring to print write my essay articles. The idea behind the external search is to lessen the risk involved in the purchase of an unknown product or service. Once the information search stage has been adequately fulfilled the consumer can move into the alternative evaluation phase.

Alternative evaluation

During this stage of the consumer decision making process the consumer is working as a problem solver. It is likely that a number of items will be evaluated to fit the perceived need of the consumer. The consumer will consider many factors such as brand name, prestige, functionality, and price. Each product will have its own benefits and attributes that have may or may not have the combined ability of fulfilling the consumer’s needs. After an adequate alternative evaluation effort has been made the consumer can then move into the next stage of the consumer decision making process, purchase decision.

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