*Please explain using a tablet as the product example*

Discuss each of the steps in the consumer decision process for the following product. Consider the issues described in the right column of the table below. Product: Tablet Steps Discussion Points Step 1: Does this product satisfy needs or wants? Need What kind of needs drive your decisions, functional or psychological? recognition Step 2: What sources of information will you use, internal sources or external sources? Information What are some examples of internal sources of information? search What are some examples of external sources of information? Whether you search more or less will depend on... Perceived value of search activity (benefits vs costs of search) Locus of control (Internal v. External) Actual or perceived risk (performance, financial, social, safety, psychological risk) What are the perceived benefits vs. costs of information search? How does locus of control affect consumer search? Discuss one of the actual/perceived risks associated with the purchase decision. Step 3: Your mental organization/categorization of brands are: Alternative - Universal set Evaluation Retrieval set Evoked set Which tablets are included in the universal set? Which tablets are in your retrieval set? Which tablets would you consider to purchase? Which set do they represent? What evaluative criteria will you use to compare and evaluate different options? Are your decision rules compensatory or non-compensatory? Step 4: Purchase What method can the firm use to prompt you to purchase the considered product? (conversion from intent-to-purchase to actual purchase) Step 5: Post- purchase Post-purchase outcomes that matter to the firm are: Customer satisfaction - Postpurchase dissonance Customer loyalty Discuss a fictional or prior post purchase experience: Were you satisfied with the purchase? Did you feel any regret, internal conflict about the purchase? What are some examples of buyer's remorse? Will you purchase the same tablet or same brand again? What actions will you undertake if you are not satisfied with your purchase? (negative WOM, complaints, returns, etc.)