Decision Making Processes

The decision process is roughly the same between everybody. Everyone goes through the same processes, from deciding to buy something to just a normal everyday decision.

When someone buys something, there are many processes they go through to decide and buy the product they do. Kotler's decision making process is said to be one of the main processes a person goes through when they buy something.


1. Need recognition - when the person realises they need something

2. Information search - searching about the product

3. Evaluation of Alternatives - search for similar products and compare the two

4. Purchase Decision - make a decision on which product to buy

5. Post-purchase Behaviour - how the person acts and uses after they have brought the product

This model isn't exactly the most reliable. There are many factors which have to be considered first before it can really be established if the process is true. The involvement, be it high or low, is the main issue that proves this model to be true or false. The product itself also affects the process, if the product is a normal, everyday item which the person buys everyday, the decision process isn't a major happening in the mind. However, if the product is something like an item of clothing or something bigger and more expensive such as a car, the decision making process is present in the mind as it is a lot of money to spend on something which is wrong for them.

We also did perceptual mapping. This is where products are plotted on a graph to see customers or potential customers perceptions of a certain type of product, eg chocolates. Perceptual maps act like a selector and interpretor of peoples perceptions of products and services. It shows the manufacturer where their product is about in the market and their competitors.

Laurent and Kapferer (1985) measured the involvement a person gets when they buy a product. They decided that there was not one single component of involvement which is used more then others. They devised a profile of five components which are involved in the involvment of purchasing a product. They called this the 'Involvment Profile'

1. Personal interest the consumer has in the product, personal meaning and importance play an impact in this.

2. Risk importance, the negative effects associated with the product if it is a poor choice.

3. Probability of making a bad purchase.

4. Pleasure value associated with the product.

5. 'Sign' value that comes with the product, how closely the product is linked with the consumer.

Measuring the involvement a consumer has with products allows maufacturers to capture the diverse reasons for the purchase of their product. However, they do not completely know why their product is brought, which is why the perceptual maps are the biggest help to them.