Individual Consumer Decision-Making Process Paper Essay

Individual Consumer Decision-Making Process Paper - Essay Example In this paper, we will discuss the ways marketers can use the consumer decision-making process to drive buyer’s actions. The paper will also include a discussion on the impact of marketing on consumer satisfaction. As Tatum (n.d.) states, â€Å"with most customer buying process models, the approach begins with the determination by the consumer that he or she has a need or a want that must be fulfilled†. At this stage of consumer buying process, consumers identify their needs and then carryout a search for the available alternatives. At this stage, marketers determine the needs of the customers to know what strategies they should use to make people buy their products. Moreover, marketers can look at various aspects of the requirements of the customers to know whether their marketing strategies will be able to drive customer focus or they need some modifications to make their products attractive for the customers. Problem recognition stage is of great importance in the overall consumer buying process because this is the stage when a customer makes out whether he/she should continue with the buying process or not. This stage is dependent somewhat on the marketing of products. i.e. people first look at the advertisements of new products and then if they like some particular product, they make up their mind to continue the buying process. At this stage of the buying process, a customer searches for some available alternatives which are similar to the product they are intending to buy. If they find some better product from the same product range, they shift their choice to that item and discard their decision to buy the already chosen product. Consumers explore promotional materials and product’s history gain information about the desired product (Stroebel, 2011). From the perspective of consumers, search for the alternatives refer to the search for companies that manufacture the desired product. Marketers can play a vital role at this stage