Consumer Decision -Making Model

Consumer decision -making model

Schiffman and Lazar Kanuk (2010) establish a consumer purchasing decision model. This model covers both simple and the most complex decisions, simplifying decision making.

This model specifically reflects the decision making that cognitive consumers do, who seek and value information about the products they select in order to meet their needs and enrich their lives. He also considers emotional consumers, who give more importance to their mood and their feelings when making a purchase.

The decision -making model of Schiffman and Lazar Kanuk (2010) consists of three stages: input input, process and output data or data.

The input input stage or data is based on external influences that provide consumer information about a product and that exert strength in the attitudes, perceptions and values of the same.

It covers the marketing efforts that companies execute as a mixing marketing strategies to inform and persuade consumers to purchase the products. This stage also includes the sociocultural environment, within which the influences of culture, social class, comments and opinions of family, friends and other consumers affect the purchase decision.

In the process stage, the way in which consumers make a decision is covered by being made up of sub -sections that begin when the consumer recognizes their needs or problems;Then this when discovering his need seeks to satisfy it through the purchase, for which he undertakes a search for information and experiences about the product prior to his purchase, and;Finally, it evaluates the available alternatives taking into account their criteria for the subsequent choice.

Finally, the outcome or output data stage includes the purchase behavior and the evaluation after the purchase. In the first, the consumer can make a purchase for the first time and in small quantities as a “trial” or can repeat his purchase due to the satisfaction he feels with the acquired product creating in this a loyalty towards the brand.

From this, the consumer evaluates the performance of the product;that is, if the product meets its expectations, if it exceeds its expectations or if it does not reach their expectations. This stage depends a lot on the decision that the consumer has about the product and the experience that it acquired with its use, giving the possibility that it makes a repurchase or that does not acquire it again.