Consumer Decision Rule Are Procedures Marketing Essay

Consumer Decision Rule be Procedures Marketing EssayIntroductionConsumer purchasing process theory is a critical component of marketing strategy. Consumer purchasing behavior after part be complicated and understanding it is the essential working of effective marketing humankindagement. earlier consumers make decisiveness to purchase products, they estimate c arfully most their thinking. Managers slew guess consumers conclusion process much(prenominal)(prenominal)(prenominal) as Problem recognition, schooling pursuit, and paygrade criteria.BodyThe first step is Problem recognition or Need recognition. Problem recognition is that consumers decide problems to be solved and imbibe appetencys that they wish to satisfy. The consumer engages a signifi jackpott take issueence between his or her veritable assert of affairs and some desired or ideal state (Solomon Rabolt, 2003)1. Consumer try to comp be between their desired consumer lifestyle that would resembling to repr esent and feel, and current situation that is temporary factors affecting the consumer. If the consumer has a big pass between desired consumer lifestyle and current situation, they ordain purchase a product for satisfying the desire. However, if the gab is no incompatible or they do non cargon about the problem, they will non purchase the product.Nowadays, bid companies argon attracting consumers to purchase by their untried products which provide m some(prenominal) another(prenominal) frame of function. For instance, Businessmen tend to need using ready telephony straightaway in the society and the companies provide many a(prenominal) useful functions for them. The new functions can help them to check business e-mails or checking business schooling on internet. If businessmen do not attain a erratic head earpiece, they will not be able to fit otherwise business partners and other state think the businessmen is a dropout. Therefore, having a planetary tele add ress is necessary for them, and having new resound can be fashion and sheer for young businessmen. So they will consider purchasing the mobile phone as pine phone. Nowadays, we besides can see other example of purchasing the phone in the school. According to Amanda Lenhart, 23percentage of all those ages 12-17 mention that they corroborate a voguishphone and ownership is highschoolest among superannuateder teens 31% of those ages 14-17 have a smartphone, discriminated with unspoiled 8% of youth ages 12-13 in America(Amanda Lenhart, 2012)2. If many class mates are having a mobile phone, it can highly affect the students who do not have a phone to desire having smart phone. matchless of them mogul be able to ask their parents to purchase it.On the other hands, desire of buying mobile phone and smart phone for most old people will be lower than the young people because they are not used to have mobile phone. Having a mobile phone and new functions in smart phone are unnece ssary for them and they can be satisfied their life without mobile phone. It means the old people satisfied about their actual state as their old phone will not consider about it. Like these three unalike groups has different desire and thinking about the same product. If the Businessman and the students parents consider buying a smart phone, they will die hard to next present is knowledge re reckon.Next stage is information search. Information search is when the consumers search the needed information for solving problem or desire. The consumer recollects their own past experience in their memory and it might provide the consumer with adequate information to make the present choice. In addition, The making conclusions are based on the personal experience is internal source, and marketing and noncommercial information is outside(a) sources. For example, the businessman will remind what they know about new smart phone, compare chumps of smart phone. If they do not have enoug h information or they have not had the phone, they will collect information from outdoor(a) sources as family and friend, internet, and advertisements. Their collect information value and spending time for lay in the information is depending on their supernumerary time to search, and how mobile phone is of the essence(p) and interesting to them. Finally, if the businessman is satisfied with information of smart phone, they will move to next stage. However, sometimes searching information also can be banly charged effect. If the students parents can spend long hours to check and collected many information, the parents can see negative side of smart phone like in that respect are a hooking of game application in smart phone, and the phone influence student to spend a lot of time for chatting with their friends whenever they lack. The parents will be able to tend to consider about the negative sides and not to purchase it to their children. There is one more negative side of i nformation research it is a failure. According to Leon G.Schiffman, search melancholy can have a damaging effect on retailers, because in this pilot study store blame and self-blame were not significantly fit with distributively other(2010, Leon G.Schiffman, Leslie Lazar Kanuk)3. Thus, information search can be some(prenominal) negative and convinced(p).Next stage is alternative evaluation. After consumer collect information, they compare the relevant and feasible alternatives has been gathered, the conclusiveness can be made. The critical criteria is the respective(a) features a consumer looks for in response to a particular problem. According to Engel, Blackwell, and Miniard, evaluative criteria is defined as the standards and specifications used by consumers to compare different products and brands. evaluative criteria play an pregnant role in the evaluation stage of the conclusiveness making process (Engel J.F, Blackwell, R.D and Miniard, P.W, 1993)4. For example, bef ore purchasing a smart phone, the businessman might want to evaluate cost, function, design, display size, brand, and warranty. Evaluative criteria can differ in type, number and importance. If the businessman can decide to purchase a smart phone, they terminate information search, and they make a joust of brand or models from which they plan to make their selection. The criteria they will use to evaluate each brand or model as Evoked post, Inert Set, and ungainly Set. Evoked set is the specific brands or models a business man considers to purchase within a particular product category. Inert Set is second choice of brands or models of smart phone because they are mat up to be unacceptable or they are seen as inferior. Last list is Inert Set, which consists of brands or models the consumer is indifferent toward because they cannot obtain any advantage from smart phone like a smart phones for student, or silver phone for old people. The two kind of smart phones are not capable to the businessman and the phones can be in list of Inert set. But, if they are still not sure which one they want to buy, they will search information again. If the businessman decides to purchase a smart phone completionWe can understand that consumer has different taste, and want depend on their occupation. Their decision ways is very complex. However, marketing managers can guess consumers purchasing decision by the purchasing process.Question2IntroductionMaking decision to purchase a product is the last step for consumers and the consumers can use Consumer decision regulatings such as Compensatory and Non-compensatory decision rules. Consumer decision rule is procedures used by consumers to advance brand or other consumption-related choice. These rules provide consumers decision guidelines or routines to slenderise the burden of making complex decisions.BodyAccording to Leon G. Schiffman and Lesilie Lazar Kanuk, there are two consumer decision rules. Compensatory decision rule s are that allows a positive estimate of a brand on one attribute to proportionateness out a disadvantage point on other attributes. Non-compensatory decision rules are that do not allow consumers to balance positive evaluations of a brand on one attribute against a negative evaluation on other attributes. In addition, there are three Non-compensatory rules such as the conjunctive rule, the disjunctive rule, and the lexicographic rule. The conjunctive decision rule is consumers evaluate a separate, minimally acceptable direct such a cutoff point for each attribute. If a product a negative point, the point is ignored from future consideration. The disjunctive rule is the same with the Conjunctive rule. In applying the rule, the consumers evaluate a separate, minimally acceptable cutoff level for each attribute which should be better than the one normally establish for a conjunctive rule. If a point meets the cutoff established for any one attribute, it is accepted. The Lexicograp hic decision rule is that the best ranks the attributes in name of the single attribute that is considered most important. If an option scores sufficiently high on this the best rank attribute, it is chosen and the process ends (Leon G. Schiffman, Leslie Lazar Kanuk, 2010)5. In my case, I purchase a product by the lexicographic decision rule in Non-compensatory decision rules. For instance, there are four different brand of mobile phone as IPhone 4Gs, Sony Ericsson Xperia Arc X12, Samsung Galaxy S3, and blackberry bush Torch 9860. I will check Price, CPU in General, photographic tv camera video, 3G/4G Speed in Connective, and Screen. According to GadGetbook, the most expensive price of mobile phone is IPhone nearly RM2199RM2799 and the lowest cost one is blackberry around RM1400RM1600. Therefore, I marked each mobile phone, Samsung Gelexy3 is 7 point, IPhone4Gs is 6 point, Sony is 9, and Blackberry is 10 point. Price of the Sony and Blackberry is much cheaper than Samsung Gelux y3 and IPhone. However, Both the Sony and the Blackberry does not have other special feature. The two mobiles CPU, Camera video, and Connective set low marks among the phones. Especially, Sony provides a poor quality of concurrence. High amphetamine of Connecting 3G and 4G is the most important point for me because I need to use applications such as Skype which provide free skirt and video call. If speed of connective is slow, I will get a lot of lack patch I am doing the calls with my family and friends (Gadgetbook ,2010)6.ConclusionAs my result show map of hypothetical Ratings for mobile phone*, both the highest connective performance and the highest integrality mark is Samsung Galaxy3. Hence, I will purchase Samsung Galaxy 3 without* vatical Ratings for Mobile phoneIPhone 4GSSony Ericsson Xperia Arc X12Samsung Galaxy3BlackBerryTorch 9860PriceRM21992799( 6 )RM15501650( 9 )RM20502150( 7 )RM14001600( 10 )General(CPU)dual-core 1GHz(9)1GHz scorpion(7)Quad-core1.4 GHz(10)1.2 GH z QC 8655(8)Camera Video8MP 32642448 emailprotected(10)8MP32642448 emailprotected(9)8MP32642448 emailprotected(10)5 MP25921944 720p(7)ConnectiveHSDPA14.4 MbpsHSUPA5.8 Mbps(8)HSDPA7.2 MbpsHSUPA5.8 Mbps(6)HSDPA21 Mbps HSUPA5.76 Mbps(10)HSDPA14.4 Mbps HSUPA5.76 Mbps(8)Screen640 x 9603.5 inches(9)480 x 8544.2 inches(8)720 x 12804.8 inches(10)480 x 800 pixels 3.7 inches(7)Total42394740Question3.IntroductionThere is no debt that mobile phone is very important for people and me. Most people, nowadays, cannot live without a mobile phone in the society and Mobile phone supports our life to be better with their many functions.BodyWhen I was in Korea, mobile phone was not a so important social occasion for me and I thought I do not need to buy an expensive high function of mobile phone as camera phone although most of my friend was having them. Therefore, I had a cheap and classic phone as no colourise phones. However, after coming to Malaysia, my thinking about mobile phone was all tol d changed because of my situation it is studying abroad. First day in Malaysia, I did not have any friend in here and I recognise I need a mobile phone for talking with my family and friends who are in Korea. But I could not call to them whenever I want because of too high phone bill. Thus, I desired to solve the problem. One day, my sister introduced about IPhone that I can use free call and free message through using IPhone application in wireless fidelity zone. The function made me to be excited about smart phone. Actually, I had not thought that I would purchase smart phone that is expensive. Finally, I bought Iphone3 and my life was changed by IPhone and the special functions. The first change thing is that I can have more talking and chatting times with my family and friends thanks to the free call and free message application. Even father learnt using smart phone and he often send me message. If I did not have a mobile phone, I would not be able to contact my family, and Ko rean friends. It seems to me that it is the greatest wonderful advantage for me. Second change thing is that I use other a lot of applications and functions as camera and video in mobile phone and they are very ministrant for me. I can take a picture by the mobile phone and upload on Facebook. I can read electronic books and playing games for time killing whenever I want.ConclusionThe mobile companies modify their technology and they catch what consumers want and need for attracting customers to purchase. Having a mobile phone becomes one of new culture in the society. I am also affected it. When I was young, having a mobile phone was unnecessary for me and I could not know about advantage of mobile phone. It means that stainless phones could not attract me to have. However, I cannot live without my phone now because of new functions of mobile phone and I need them for my modern life.1. Solomon, M.R., Rabolt, N.J. (2003). Consumer behavior in fashion (1st ed.). Upper , Saddle Ri ver, NJ Prentice Hall. p.356.2. Amanda Lenhart, 2012, Teens Smartphones Texting,http//pewinternet.org/Reports/2012/Teens-and-smartphones.aspx3. (2010, Leon G.Schiffman, Leslie Lazar Kanuk)2. Consumer behavior- prepurchase search, P.486.)4. Engel, J.F., Blackwell, R.D., Miniard, P.W. (1993). Consumer sort (7th ed.). P.51.5. Leon G. Schiffman, Leslie Lazar Kanuk, 2010, Consumer behavior, Consumer decision Rules, page 491page4926. (Gadgetbook ,2010)http//mobilemegamall.com/gadgets/Mobile-Phone-Price-Malaysia-10.html