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Word Count: 1,172
The consumers decision to purchase or not can signify whether a marketing strategy has been effective or whether it was poorly planned and missed the mark altogether Marketers are particularly interested in the consumers decision-making process which consists of the following sequence of events Problem recognition Information search Evaluation of alternatives Purchase decision Post-purchase behaviour The learning constructs which are the major components of decision-making are labelled as 1 Motives - specific and non-specific These are the buyers specific goals while purchasing a product The buyer is motivated by expectation or anticipation due to past learning or outcome from the purchase of each of the brands in the product category Ajit would like to buy a reliable and easy to maintain car Mr Sharma Senior wants a small car that is low on running costs and easy to drive in the heavy traffic 2 Brand Potential of Evoked Set Evoked set is the range of brand names that are considered for purchase and hence come to mind on need of a product category A buyer who is familiar with a product class has an evoked set of alternatives to satisfy his motives The elements of his evoked set are some of the brands that make up the product class Brands signify much more than a product alone They carry an intrinsic value For instance Mr Ajit would consider buying a car in the mid-premium category like Esteem Ford Ikon or the Fiat Siena which would have both reliability and performance However his father would prefer a smaller car like the Maruti 800 Zen or a Santro 3 Decision Mediators Decision mediators are the buyers mental rules for matching the alternatives with his motives for rank-ordering them in terms of their want-satisfying capacity For instance Ajits decision could be influenced by a the commercial environment b the social environment andor c the psyche of both his father and himself 4
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