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Consumer Decision-Making Process - Essay Example

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Consumer Decision-Making Process

This necessity or want could be triggered by wanting to satisfy a need which arises due to internal stimuli, such as thirst, hunger, etc. (Anonymous). This need can also be sparked by external stimuli such as advertisements, or when your friend buys a new car or a new pair of shoes. At this stage, online marketers should make effective use of the internet to stimulate recognition of this need (Philip Kotler, 2009). They generally start off by collecting information from consumers, about their lifestyles, the products they use, important events in their lives, through online surveys and questionnaires. In the internet world, customers tend to search for pages that they want to browse through. Marketers use the traditional method of using banners and ads to attract customers. Some even use pop-up sites to get the consumer’s attention. A study conducted by IIfeld and Winer showed that about 88 internet companies got frequent hits online due to banner advertising (Limbada, 2006). Online Companies such as and use this technique effectively. Not only does it use animated banners and images, Amazon displays links such as “what customers are looking for” and “best-sellers”, which could arouse a certain need in the customer. Another need recognition technique could include responding to keywords on search engines. When a customer types a keyword such as ‘airline’ on, Emirates or Air Canada are usually the first two options that appear on the search list. This search list order could be a vital technique for marketing. If the customer initially wanted to travel via Qatar Airways, but the search list brought Emirates on the top, the customer could decide to Emirates instead. Discussion blogs in newsgroups etc. could also help catch the eye of the consumer. Information Search begins once a consumer has identified his need. There are various ways to search for information regarding the product that the consumer wants to purchase. By searching, he can find out all his options, the various brands that are available, the different prices, design, etc. (Krishnamurthy, 2006).The extensiveness of this search depends upon how valuable this product is. If, for example, the customer wants a camera, he will research more rigorously about the various alternatives that are available. This way the customer gathers a whole bank of information and companies such as auto trader help direct the customer towards the choice the suits him the most. ...Show more


In the paper “Consumer Decision-Making Process” the author discusses online shopping, which has turned into a norm. Even though the decision-making process for consumers is more or less the same, online marketers need to re-think their online marketing strategy…
Consumer Decision-Making Process essay example
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