Consumer Decision Making Process

Analyze a recent purchase you made of a durable good (durable goods are goods that don’t wear out quickly or those that have a lifespan of more than three years – computers, cars, mobile phones, kitchen appliances, etc.)

Write a 1,050- to 1,400-word paper in which you review the steps that you took in making this purchasing decision.

Base your review on the following six steps in the consumer decision process:

Problem recognition
Information search
Alternative evaluation
Purchase
Use
Evaluation

Answer the following questions in your paper:

How many of these stages did you go through?
Which stage(s) in the purchasing process was/were most important to you?
If you skipped certain stages, what marketing or previous experience influenced you to skip this stage?
What could the selling organization have done more effectively from a marketing standpoint to help you move through these stages?

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