The consumer decision making process beings with Problem Recognition. In “Problem Recognition” with purchasing clothes, I look into my closest and realize that I do not have any clothes! This would probably happen while I am preparing to go out to a party, or when I look outside the window and see that there is a plethora of snow and I do not have anything to keep me warm! After this problem recognition, I move on to the second step, information search.
In the information search section, I would probably use both external and internal sources. Internal sources consist of memory based sources. Therefore, I would look back on my memory, and rememebr which shops and stores I find favorable . If I am unable to completly use my memory, I would have to use external sources, namely, the internet. Because I do live in Pullman, and there are no stores near by, I would have to inevitably use the internet and purchase my products online. After, I would move on the the third set, evaluate alternatives.
As I am evaluating alternatives, I would have to look into my own opinions and decide what types of products I am interest in. I would narrow my alternatives by creating evaluation criteria. Eventually, I will need to make my decision.
The final decision is ultimately based on heretics and brand loyalty. I am a very loyal person to forever 21, hence, I would probably purchase my product from this website.
Finally, I will evaluate my purchase decision. Did I make the correct choice? Should I have purchased from another retailer? These types of decisions would leave me pondering for quite a bit.
