The Consumer Decision-Making Process Read the overview below and complete the activities that foliow. Every day, people make a number of consumer decksions. From breakfast through the last television show watched before going to bed, people are choosing products as a result of a decision making process This activity is important because learning about the consumer decision-making process is a vital step for marketers trying to create an effective marketing strategy The goal of this exercise is to demonstrate your understanding of the consumer decision making process by identifying how company specific examples it within its framework Years of consumer research have resulted in a five stage model of consumer decision making. While not everyone passes through all five stages for every purchase, all consumers apply the same fundamental sequence beginning with problem recognition, followed by search for Information, evaluation of alternatives product choice dision, and finally post purchase evaluation. Each time a purchase decision is made the individual begins to evaluate the product in preparation for the next decision. This model is helpful because it lustrates what can be called the complete decision-making process which occurs when people are fully involved in the purchase. Read the statements. Drag and drop each item into the correct spot within the chart Problem Recognition The classic advertising campaign by the California Milk Processor Board, "Got Milk, spoke directly to the question: do you have milk in your refrigerator? Search for Information Post-Purchase Assessment Got Milk campaign Honda Best Buy Starbucks Automobile magazine Product Choice Decision Evaluation of Alternatives Reset A couple shopping for a new Honda, review car magazines, solicit opinions from friends and family, and conduct online research. Problem Recognition Search for Information Post-Purchase Assessment Got Milk campaign Honda Best Buy Starbucks Automobile magazine Product Choice Decision Evaluation on Alternatives Reset Problem Recognition Through sales and other marketing communications, Best Buy encourages consumers to purchase sooner rather than later. Search for Information Post-Purchase Assessment Got Milk campaign Honda Best Buy Starbucks Automobile magazine Product Choice Decision Evaluation on Alternatives Reset Problem Recognition An individual goes to Starbucks for the personal pleasure of enjoying a cappuccino, considers Starbucks the best choice for getting together with friends, and finds Starbucks' cappuccinos simply taste better than other competitors. Post-Purchase Assessment Search for Information Got Milk campaign Honda Best Buy Starbucks Automobile magazine Product Choice Decision Evaluation or Alternatives Reset Steve is happy with his new car but, while waiting for a haircut, read an article in Automobile magazine about how unreliable testing has revealed it to be. Problem Recognition Search for Information Post-Purchase Assessment Got Milk campaign Honda Best Buy Starbucks Automobile magazine Product Choice Decision Evaluation of Alternatives Reset