Steps of a Consumer Behavior Consumer Behavioural Process

Question: Discuss about theSteps of a Consumer Behaviorfor Consumer Behavioural Process. Answer: Introduction The Buyer decision process is a course of action taken by customers concerning the market dealings before and after purchasing a product. This process includes five stages for a buyer to make an entire decision. The steps include need recognition, information search, evaluation, purchase decision and post-purchase decision. Arabella wanted to buy a desktop computer for her home that she can use more efficiently from her home and access internet easily. As a student, she had to purchase a PC that will help her complete her degree assignments. Arabella then shared the situation with her friends and started an information search about Harvey Norman Computer Superstore, a brand aligned with Flexi-rent. She had to look for a computer retailer that would meet her demands. She wanted a PC with a high processor speed, the size of the processor and how effective it is to access the internet (Hiller, 2015). Once she collected all the information about the type of PC she wanted, she decided to evaluate the alternative brands in the Harvey Norman Computer Superstore which included, Hal, Glade, Dense, and IQ. After comparing the four brands and also seeking advice from her friends who had earlier purchased some of the brands, she was impressed by Hal and IQ systems since they met her demands (Hoyer, Macinnis Pieters, 2014). According to her preferences, the IQ PC had the necessary features that she wanted. Concerning size, the PC had a larger internal memory and an exceptional processor speed that will enable it to multi-task. Since she had a lot of presentations and assignments she could handle at the same time. Also, the IQ brand was relatively cheaper than the other brand she had evaluated. After an agreement with the company, she purchased the PC and took it home with her to unpack it and install the software she wanted. It was a big investment she made since her income was not such big. The level of involvement of Arabella towards the IQ PC was excellent since she sought for guidance from her friend such as Emma and Sarah who had previously used the products from the company. In my perspective, as a consumer, I will follow the same path as Arabella in that, when purchasing a product it is effective to involve other parties that have enjoyed the products services earlier. After buying a product, a customer should sign an agreement with the dealer on how they will handle a fault if it occurs after purchase. For instance, a warrant of about a year issued to the customer which will enable him/her to claim for any fault. According to me, I would have handled the problem following the agreement I made with the dealer. It doesnt make any cost for one to claim for a fault that you have purchased since you have a right to do so under any circumstances (Scitovsky, 2015). Harvey Norman Computer Superstore staff handled the case in a wrong way. As a manager of the company, I should have instructed the staff to handle Arabella's situation with care since it may impact the company's image negatively. For example, I would have asked the staff to take the PC and try to find out if it was their fault or Arabella's. A complaint is effective if only it is in line with the agreement made between the client and the dealer. For instance, if a warrant was issued and has not expired, then a complaint is valid. When considering a claim, the following options should be considered, first, as an organization you should seek out for some information directly from the buyer. For example, the company should ask a few questions about how the fault occurred to find the cause. Secondly, it should make sure that the complaint is in register with the protection agency. Finally, the company may decide to take a legal action if the claim has no basis. References Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Inc. (2015). Journal of consumer satisfaction, dissatisfaction, and complaining behavior: CS/D CB. Provo, Utah, Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Inc. Hiller , K. Y. (2015). Ecological consumer decision making Nature, process, and barriers in apparel acquisition. East Lansing, Michigan State University. Hoyer, W. D., Macinnis, D. J., Pieters, R. (2013). Consumer behavior. Australia, South Western Cengage Learning. Scitovsky, T. (2015). The Joyless Economy: the Psychology of Human Satisfaction. New York, Oxford University Press. https://public.eblib.com/choice/publicfullrecord.aspx?p=272997.