Running Head: CONSUMER DECISION-MAKING PROCESS 1 CONSUMER DECISION-MAKING PROCESS 7 Consumer Decision-Making Process Name Institution The Consumer Decision-Making Process Consumer decision making is an intricate process that comprises of different stages that include problem recognition, information search, and evaluation of alternatives. Different types of customers have their individual needs/requirements in their lives that make them to come up with varying decisions. At times, the decisions made by consumers can be complex depending on the views of a consumer concerning a particular product. In this regard, comprehending the critical issues underlying the consumer decision making process and making effective use of the current theories in practice is a common viewpoint by both the consumers and businesses (Connell, 2008). There is a collective consensus among academics and researchers that the theory of consumer purchasing comprises of many varying stages. Based on different factors, researchers have formulated models and the theories that help to increase the general understanding on the consumer decision making process. Although these theories and models might show some variations at certain points, they lead to a similar understanding on the purchasing theory of consumers. Many models on consumer decision making process comprise of five main stages namely problem/need recognition, information search, alternatives comparison, purchase, and post-purchase assessment (Kim, 2007). Apart from relying on the consumer purchasing models, marketing managers and businesses use the AIDA (Attention, Interest, Desire, and Action) model to acquire a solid understanding of the consumer decision making process. By applying the AIDA Model, individual businesses and marketing managers find it easier developing appropriate communication strategies and enhance their ability to communicate with consumers in a manner that responds to their desires and needs better (Barker & Angelopulo, 2005). This analysis provides a comprehensive analysis of all the stages of the consumer decision making process and establishes the significance of enhanced sales communication in each stage. The analysis includes a brief discussion on how sales persons can use the AIDA model to assist consumers in making decisions. Need/Problem Recognition Need/problem recognition is the first stage of the consumer decision making process. As stated by Kim (2007), problem recognition arises when a person comprehends the disparity between the desirable state of affairs and the real state of affair. The recognition of a need or problem depends on a wide range of situations such as the characteristics or behavior of an individual that eventually results of an idea or decision to purchase a given product or service. As an example, a potential customer may comprehend the ...

1. Running Head: CONSUMER DECISION-MAKING PROCESS
1
CONSUMER DECISION-MAKING PROCESS
7
Consumer Decision-Making Process
Name
Institution
The Consumer Decision-Making Process
Consumer decision making is an intricate process that comprises
of different stages that include problem recognition,
information search, and evaluation of alternatives. Different
types of customers have their individual needs/requirements in
their lives that make them to come up with varying decisions.
At times, the decisions made by consumers can be complex
depending on the views of a consumer concerning a particular
product. In this regard, comprehending the critical issues
underlying the consumer decision making process and making
effective use of the current theories in practice is a common
viewpoint by both the consumers and businesses (Connell,
2008).
There is a collective consensus among academics and
researchers that the theory of consumer purchasing comprises of
many varying stages. Based on different factors, researchers
have formulated models and the theories that help to increase
the general understanding on the consumer decision making
process. Although these theories and models might show some
variations at certain points, they lead to a similar understanding
on the purchasing theory of consumers. Many models on
consumer decision making process comprise of five main stages
namely problem/need recognition, information search,
alternatives comparison, purchase, and post-purchase
assessment (Kim, 2007).
Apart from relying on the consumer purchasing models,

2. marketing managers and businesses use the AIDA (Attention,
Interest, Desire, and Action) model to acquire a solid
understanding of the consumer decision making process. By
applying the AIDA Model, individual businesses and marketing
managers find it easier developing appropriate communication
strategies and enhance their ability to communicate with
consumers in a manner that responds to their desires and needs
better (Barker & Angelopulo, 2005). This analysis provides a
comprehensive analysis of all the stages of the consumer
decision making process and establishes the significance of
enhanced sales communication in each stage. The analysis
includes a brief discussion on how sales persons can use the
AIDA model to assist consumers in making decisions.
Need/Problem Recognition
Need/problem recognition is the first stage of the consumer
decision making process. As stated by Kim (2007), problem
recognition arises when a person comprehends the disparity
between the desirable state of affairs and the real state of affair.
The recognition of a need or problem depends on a wide range
of situations such as the characteristics or behavior of an
individual that eventually results of an idea or decision to
purchase a given product or service. As an example, a potential
customer may comprehend the need to purchase a laptop when
he or she expects to use it in different places. In such a
scenario, it would be better to purchase it other than buying a
desktop computer. As a salesperson, I can apply the AIDA
model at this stage to help consumers make an effective
purchasing decision. Presenting a product to a consumer acts as
a way of attracting his or her attention onto the product. There
is also a high possibility that the consumer will develop the
interest and desire to buy the product, and eventually make an
actual purchase. Effective communication is very important in
this stage because it enables consumers to acquire a solid
understanding of the product that they wish to buy and
eventually make an appropriate purchase decision.
Information Search

3. During the second stage (information search), consumers tend to
look for more information concerning the specific product that
they want to purchase. According to Kim (2007), the process of
searching product information may involve more than one
person, and this depends on an individual’s level of knowledge
regarding the product, past experience with the product, or the
feedback obtained from other people. By applying the AIDA
model in this stage, a salesperson can help a consumer to
compare alternatives based on individual memories and
experiences with the product. Barker & Angelopulo (2005)
assert that comparing alternatives gives a consumer a chance of
evaluating the specific product that interest him or her, and
eventually make a decision to buy that product. Maintaining
effective communication during this stage is also very important
because it prevents consumers from making inappropriate
purchase decisions.
Evaluation of Alternatives
Evaluating alternatives is the third stage of the consumer
decision making process that gives the consumer an opportunity
to compare and evaluate the available information to make a
good decision. Specifically, a consumer performs an analysis of
all information obtained from different sources and makes
comparison based on the needs or wants (Kim, 2007). This is an
indication that evaluation of alternatives is amongst the most
critical stages of the consumer decision making process. As a
salesperson, I can apply the AIDA model to help the consumer
make the most appropriate purchase decision by evaluating the
available alternatives together and suggesting the most desirable
alternative. Just like in other stages, it is necessary to promote
effective communication in this stage in an effort to ensure that
all information is evaluated before making a final decision.
Purchase Decision
The fourth stage (purchase decision) is also a critical stage
because this is the stage at which consumers make the final
decision to purchase a given product. A consumer makes the
decision after completing evaluating the available alternatives.

4. Considering the fact that purchase decisions can be affected by
many factors, a salesperson can help a consumer to make an
appropriate purchase decision by explaining the value of
purchasing the most desirable product (Kim, 2007). In an
instance where a customer makes a final decision, but finds out
that the desired product is out of stock, a salesperson should be
willing to suggest other outlets where the consumer can buy the
product. This explains the need of having effective
communication between a seller and a consumer. With
ineffective communication, it is likely that a consumer may end
up buying the wrong product if the preferred product is not
available.
Post-Purchase Evaluation
As stated by Kim (2007), the final stage (post-purchase
evaluation) occurs after the transaction process. Although many
businesses or salesperson person tend to ignore this stage, it is
critical because it affects future purchase decisions. According
to Barker & Angelopulo (2005), the AIDA model can also be
applied in this stage, and require a salesperson to illustrate the
benefits that a consumer enjoys after purchasing a product.
Comprehending the benefits would make the consumer develop
interest and at the same time acts a way of encouraging the
consumer to buy a similar product in future. If consumer needs
or wants are communicated and handled in an effective manner,
they will tend to make frequent purchases.
Personal Communication Style
As explained by Bovee & Thill (2013), the way in which an
individual communicates has a huge impact on how or she gets
on with other people. An enhanced communication style
prevents possible conflicts and encourages healthy
relationships. I strongly believe that my communication style is
assertive because I find it easier expressing my views,
suggestions, and feelings without forcing other people to do
things my way, and without feeling guilty of the comments that
I make. I also believe that I fall on the high sociability

5. continuum because I find it extremely easier expressing my
feelings freely. In terms of dominance, I believe that my level
of dominance is low because I understand the value of helping
other people and assisting them to overcome problems where
possible. My assertive style of communication would benefit my
selling relationship because potential consumers prefer to
interact and complete transactions with people who listen to
their needs in an appropriate way. Contrarily, an aggressive
communication style would hinder selling relationship because
many customers would not want to interact with a hostile
salesperson. In my view, the best way to overcome
communication bias is by learning how to listen actively, being
mindful of body language, being attentive to what other people
say, and responding accordingly.
References
Barker, R., & Angelopulo, G. C. (2005). Integrated
organisational communication. Juta and Company Ltd.
Bovee, C. V., & Thill, J. V. (2013). Business Communication
Essentials 6th edition. Prentice Hall.
Connell, K. Y. H. (2008). Ecological Consumer Decision
Making: Nature, Process, and Barriers in Apparel Acquisition.
ProQuest.
Kim, M. J. (2007). Consumer perceptions of apparel products in
Internet shopping. ProQuest.
1) 8.2 statement A6
Using the truth-table definitions of the dot, the wedge, and the
curl, determine if the following statement is true:
London is the capital of England V ~ London is the capital of
England
2) 8.2 statement B6

6. If A, B, and C are true statements and X, Y, and Z are false
statements, is the following true?
(B • C) V (Y • Z)
3) 8.2, statement C6
Using the letters E, I, J, L, and S to abbreviate the simple
statements,
“Egypt’s food shortage worsens,” “Iran raises the price of oil,”
“Jordan requests more U.S. aid,” “Libya raises the price of oil,”
and “Saudi Arabia buys five hundred more warplanes,”
symbolize the statement
Iran or Libya raises the price of oil but they do not both do so.
4) Exercise 8.3, statement A7
This is an exercise on page 308.
If A, B, and C are true statements and X, Y, and Z are false
statements, determine if the following is true, using the truth
tables for the horseshoe, the dot, the wedge, and the curl.
(A ‫כּ‬ B) ‫כּ‬ C
5) Exercise 8.3, statement B2
This is also on page 308.
B. Symbolize the following, using capital letters to abbreviate
the simple statement involved.
2. If Argentina mobilizes, then either Brazil will protest to the
UN or Chile will call for a meeting of all the Latin American
states.
6) Exercise 8.4, Group A, argument a

7. This one is in page 313.
You have to read both Group A and Group B, to do this one.
The directions, given in page 312, say:
Here follow a group of arguments (Group A, lettered a–o) and a
group of argument forms (Group B, numbered 1–24).
Just do the following:
For the given argument (in Group A), indicate which of the
argument forms (in Group B), if any, is the specific form of that
argument.
This one (the given argument that you have to work with) is
A • B
Therefore, A
7) Exercise 8.7, argument 2
Just do B 2, given in page 322.
Use truth tables to determine the validity or invalidity of the
following argument:
#2 is given as
(C V D) ‫כּ‬ (C • D)
C • D
Therefore, C V D
8) Exercise 8.8, statement A1
This is in page 328.

8. For the statement in the left-hand column, indicate which, if
any, of the statement forms in the right-hand column have the
given statement as a substitution instance, and indicate which,
if any, is the specific form of the given statement.
Just indicate which one the specific form of the given statement.
You can do that by looking!
The given statement is A V B.
9) Exercise 8.8, statement B3
Use truth tables to characterize the following statement form as
tautologous, self-contradictory, or contingent.
(p • q) • (p ‫כּ‬ ~ q)
10) Exercise 8.8, bi-conditional C2
In this case, you have to provide a truth-table.
This is an exercise from page 329.
(p ‫כּ‬ q) ≡ (~p ‫כּ‬ ~ q)
The directions say:
Use truth table to decide if the bi-conditional is a Tautology.