Customer Decision-Making Method and the Effect of Promoting on the Final Buying Decision
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摘要
The paper aims to explain the consumer decision process and evaluate the various marketing channels used by the firms to influence the decision process of the consumer. The first part of this paper critically reviewsthe customer decision process by analysing the stages of the process which are a) Problem recognition b) Information gathering c) Evaluation of alternatives and d) Customer purchase decision. Subsequently various patterns of buying behaviour formed as a result of the purchase decisions made by the customer in the case of productsare explained. The second part seeksto look at the efforts on the part of the marketer to market their product including advertising, packaging, pricing, differentiation and product distribution.
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