MARKETING AND MARKETING STRATEGY Assignment Example | Topics and Well Written Essays - 1000 words

MARKETING AND MARKETING STRATEGY - Assignment Example A stimulated customer decides how much information (if any) is needed. If the need is very high and there is a product or service that satisfies the need at hand, the buying decision is most likely to be made immediately. If not, information seeking process begins. A person may seek information from personal sources i.e. from friends, and family members, neighbors or from commercial sources i.e. from salespeople, advertising, point-of-sale displays retailers and dealers. The importance and influence of the collected information vary from one product to another and by customer. This is followed by the evaluation stage where the consumer chooses between alternative brands, products and services. In the case where a product is high involving, the customer carries out thorough evaluation. After extensive evaluation, the customer makes a purchase decision basing on the gathered information (Schultz, 2006). This is followed by post-purchase decision (cognitive dissonance) which is the final stage of the decision-making process. This is mostly common in consumers who express a lot of concern after making a buying decision. After buying a product, the customer may feel that the alternative product could have been a better. In such instances, the consumer will not purchase immediately but is most likely to switch to another brand next time. Like the high involving purchases, the buying process begins with problem recognition. At this stage, a buyer perceives a need or a problem or reacts to a marketing stimulus. A person may seek information from limited sources unlike in high involvement where various sources are considered. This is followed by the evaluation stage where the consumer chooses between alternative brands, products and services. In the case since the product is low involving, the customer carries out simple evaluation. After the evaluation, the customer makes a purchase decision basing on