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Consumer Buyer Behaviour

CONSUMER DECISION PROCESS MODEL – BUYING A PAIR OF RUNNING SHOES

The process component of the consumer decision making process deals with how consumers make decisions. The product I have selected is choosing a pair of running shoes and in order to understand how a consumer makes these decisions in the process component we need to look at the psychological field of the process model which are the internal influences of motivation, perception, learning, personality & attitude and how these influences affect the decision making process. The act of making a consumer decision consists of three stages which are need recognition, prepurchase search & evaluation of alternatives.

1.) Need Recognition:
Need recognition occurs when a consumer is faced with a problem. There are many different reasons why someone would decide that they need to buy a pair of running shoes. It might be the start of a new year and a person has resolved to start afresh and try to be as healthy as possible. This person has been faced with a problem that they are feeling unhealthy and therefore have recognised the need for a pair of running shoes in order to get themselves fit and healthy. Another reason could be that a person has decided that they are putting on too much weight. This person has been confronted by a weight problem and has recognised the need to buy a pair of running shoes in order to take up running and try to lose some extra weight. Another reason for buying a pair of shoes could be that someone has decided they are going to run a race like the Comrades Marathon as a challenge from some friends. Here this person has encountered a serious problem and will recognise the need to buy a pair of shoes in order to complete the 90km’s. A person could have problems with their feet and after a visit to a podiatrist they are told that they need to get a specialised pair of shoes for extra comfort and anti pronation support. Again this person has been confronted with the problem of sore...