Effects Of Mobile Marketing On Consumer Decision Making Process
The consumer decision making process is important for marketers as they have to understand the steps in order to design their marketing mix properly.
The Consumer Decision-Making Process consists of five steps which are: need recognition, information search, evaluations of alternatives, purchase and post- purchase behaviour.
Consumers do not always move in order through the process; it can depend on the type of product, financial status, digital devices they have, etc... The consumer decision making process is important for marketers because they have to understand these steps in order to design their marketing mix properly.
The consumer decision-making process ranges from simple to complex, and is influenced by various factors. It begins with the recognition of a need. It might be as simple as realizing there are no more vegetables left in the fridge!
It is followed by information search where a consumer starts to search for information from internal and external resources. Once consumer finds information and alternatives, he/she starts to evaluate them in the alternative evaluation step. After evaluation of alternatives a consumer makes a decisions regarding which product/service to purchase. After purchase the consumer has an experience using the product/service that is purchased.
All the questions like: what influences a consumer in a purchase situation? Why did consumer X purchase this TV? Was it for price or quality? Did consumer X ask his/her friends or family for help in his/her decision? are subject to the Consumer Decision Making process.
Do not forget that consumers are constantly evolving in their buying behaviour based on their life situations, so their behaviours through their decision making process are constantly changing.
Industry reports and consumer surveys show the importance of mobile devices and services on the consumer decision making process. That’s why the team at Netmera have prepared for you an e-book on this subject - Effects of Mobile Marketing on Consumer Decision Making Process.
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