Analysis of Consumer Decision Making Process

Consumer decision making process is a list of steps that are carried out by consumers concerning to a potential market transaction, before, during and after the purchase of a product or service. The process includes identifying the problem, collecting information, evaluating the alternatives, making the purchase decision and evaluating post purchase. Generally, decision making is the cognitive process of selecting a course of action from among multiple options. As a consumer, I find that the consumer decision making process is a great help in choosing for the right roduct which gives a consumer the greatest satisfaction. One of the latest scenarios where I applied this process into my product purchases was buying a beautiful, yet not too costly wedding gown, as I am getting married in the coming month. I went through five stages of the consumer decision making process in buying the perfect wedding gown as follows:- Problem recognition Information search Evaluation of alternatives Purchase / Decision making Post-purchase evaluation Problem recognition is the stage where the consumer is aware of a need or want. It occurs when the consumer realize a significant difference between his or her ctual state and desire state. My problem in this situation at this stage, is having to own a new wedding gown, because I am walking down the isle with my fianc © next month. This desire of something new leads to the triggering of the decision process. In addition to my problem, I do not have a very well-funded family, so I cannot afford expensive, luxurious designers wedding gown. Information search When a consumer discovers a problem or a need, he or she is likely to search for more information on how to solve it. The information search stage involves gathering nformation from various sources in order to make a better-informed decision, it helps clarifies the options open to the consumer which may involve internal search and external search. Internal search is not required in my situation, because I do not have any past experiences or feelings with wedding gown to recall to, as it is going to be my first time buying it. Since I have no prior experience with this high-involvement product, Ill have to use external search, that is, to engage in extensive search of the outside environment for helpful information on which to support a choice. IVe obtained information from various sources. First of all, I became more attentive towards commercial sources, such as, bridal gowns advertisements on the Moreover, I went to different bridal retailers to get help from the sales consultants and also to browse through the gowns myself. I even sought some information through internet source to see what the basic idea is I need to know about wedding gowns. Last but not least, I gained more information and opinions from my friends and family that are married, through word of mouth. Through gathering information, I learnt more about the brands that compete in the market and their features and characteristics. Evaluation of alternatives With the information search from the previous stage, it helps clarifies the problem for the consumer by suggesting criteria to use for the purchase, yielding brand names that might meet those criteria and developing the consumer value perception At this stage, I have narrowed down the options available to me and I have to compare the ones that caught my attention based on the criteria that matters most. After browsing through so many types of brands of wedding gowns, there are two main ones that really meet up to my requirements or expectations, that is Vera Wangs wedding dresses collection and Mori Lees. However, I cannot possibly purchase both of the gowns, because I only need one. Therefore, I have listed down and established the criteria of these wedding gowns for evaluation, so that I can make the right choice. The table below shows the designs of both wedding gowns:- Brands I Vera Wang I Mori Lee I Color Since I have a fair skin tone, a lighter delicate hue of dress should suit me very well. I Ivory I White pastel I Fabric- I prefer much lighter and softer fabrics, as Im getting married during a hot season. I SilkThis light and floaty material is nown for its lustrous shine, which gives a lightweight look and feel. I Chiffon and Cr ©pe These two materials were used to produce the tulle gown in delicate sheets. It gives a soft flowing with a crinkled floral texture. I Length-full-length gowns are more suitable for my formal wedding. I Full-length I Full-length I Silhouette- This refers to the shape of the gown and how it hugs your body. I Mermaid shapelt is form fitting and slim, but the skirt flares out below the knee to show the perfect hourglass shape. I Full ball gownThis is the most traditional wedding dress silhouette. The bodice is fitted through the waist with full puffy skirt. I Train- The gown comes with a long train for people to carry when I walk. I It is detachable, so that it will not be stepped on or torn during the reception. I It is detachable, so that it will not be stepped on or torn during the reception. I Mood- Dresses are also categorized by moods. I RomanticThe dress is strapless and is usually complemented with a long train. I Traditional and romanticlt is described as a full gown with fluffy bottom and bares a heart-shaped neckline. I Pricing- The price of the dress. I Approximately RM13, 000 | Approximately RM9,OOO I Purchase / Decision Making After giving the criteria of both wedding gowns a thorough evaluation, I have come to a decision on which dress to purchase. I chose the second option, which is the Mori Lees full wedding ball gown, because the design, texture and color really meet up to my requirements. As I have mentioned before, I am not very well-funded, thus I cannot afford to pay requires me to pay only 20% of the original price. Vera Wangs do not provide rental services, thus this adds extra points up on why I prefer Mori Lees gown. To implement my purchasing decision, I have decided to rent the gown from Milan ridal studio, Penang. There are many sizes available there, where I can try them and loan from there easily. Furthermore, I do not need to own the wedding gown myself, because I wont be wearing it again after my wedding day, so renting the gown is the best option. I have paid for the loan fee using credit card two weeks before my wedding day, so I can get myself prepared with the wedding themes and set ups beforehand. Post-purchase evaluation Last but not least, we have come to the final stage, which is the post-purchase evaluation of the decision. It is very common for consumers to experience concerns fter making a product purchase. After buying a product, the consumer compares it with expectations and is either satisfied or dissatisfied. What I experienced after using the product was the performance of this product exceeds my expectations, causing what is known as positive disconfirmation. After wearing Mori Lees wedding ball gown on my special day, I felt completely satisfied and contented with the gown I chose. That wedding gown suited me perfectly well on that day; the floral texture on the skirt matches the wedding theme flawlessly and I felt really comfortable wearing it. The fabric of the gown did not cause me to feel hot or itchy at all, unlike some other gowns I have tried. Furthermore, I was really happy with the decision I made, that is to only rent the dress. It helped me saved a lot from my budget and I still get to flaunt that piece of beautiful gown during my wedding day at the same time. Conclusion In short, I find that the consumer decision making process is really helpful when it comes to choosing the right product to purchase. I think this process is more suitable to be used in high-involvement purchases, which include those involving high xpenditure or personal risk for example buying a house, a car or making investments, because the stages of the process really guides you to choose the best option, without having to feel guilty or regret after buying it. I will strongly recommend people whom I know to use this process when they are purchasing something important, because it lessens the risk of buying and increases post-purchase satisfaction to a consumer after going through the stages and choosing the right alternative.

Reflective Case Study on the Assessment and Evaluation of Secondary Essay

Reflective Case Study on the Assessment and Evaluation of Secondary Mathematics - Essay Example An evaluation refers to an intermittent process of gathering data and then analyzing it in such a way that the resulting information can be used to determine whether an individual is effectively carrying out planned objectives. Through evaluation, we will be able to anticipate results of a student's progress. On the other hand, assessment is the process of detailing knowledge, skills, attitudes and beliefs which, in turn, is often used in the educational context. I may consider that both of these techniques are the first steps in getting your child the assistance he needs to learn and develop in school. In accordance to this, a series of educational assessments carried out on children attending schools in England, Wales and Northern Ireland that follows the National Curriculum was made, called as National Curriculum Assessments. The exam-based assessments (National Curriculum Tests) are often referred to as SATs (Standard, or Statutory, Assessment Tests), which was their title when they were being developed in the 1990s. One of the subjects that were given importance is the secondary mathematics. I personally believe that there has never been a greater need to be mathematically literate but for those who comprehend mathematics, there are important enhanced opportunities and options that will open doors to dynamic futures. In the National Curriculum, schools are ensure... It is a flexible framework given to teachers by Government, so that all school children are taught in a way that is balanced and manageable, but stretching enough to challenge them and meet their diverse needs. The National Curriculum is prearranged into blocks of years called 'key stages'. I am about to examine key stage 3 and key stage 4 performance in Mathematics. Here is an example individual pupil profile of a student in key stage 3. *Important Note: A pupil's score is only an estimate of true ability as performance on any one occasion can be affected by a number of factors such as mood, illness, external distractions etc. Here are the results of last year's (2005) National Curriculum Test Scores in Mathematics. These tables show the percentage of year 9 pupils achieving each level nationally in 2005 Assessment Data The following can are some available assessment tests that can be used. The Basic Yellis Test, which has been in use since 1992, as a measure of developed abilities providing a fair baseline from which GCSE predictions and value-added scores can be generated, also helps in assessing the pupil's performance with regards to the curriculum. Their compulsory math section has been designed with an emphasis on measuring fluency and speed as well as numerical ability. One of their most efficient ways of collecting mathematical information is the use of constructed answers rather than just multiple choice questions. According to them, the Math score is an excellent predictor of later academic achievement. Another quick way of assessment is GOAL or Goal plc (Global Online Assessment for Learning) established to provide an innovative

How imagery is used in Emily Dickinson's Because I could not stop for Essay

How imagery is used in Emily Dickinson's Because I could not stop for death - Essay Example As one makes their way through the lines their emerges an imagery reflective of Dickinson’s Christian belief in the afterlife and a poignant picture of how she views death will come, where it will take her, and a hopeful projection of eternity. Dickinson often dealt with universal themes in her poetry, exploring events at times extremely personal and specific. Death is one of them. In it Dickinson, a Christian, uses the fine art of imagery to make the feared concept of death into something to be less feared and more something inevitable to contemplate as an expected and welcomed friend—a friend that guides us to the glorious afterlife. Because I could not stop for death, He kindly stopped for me. It is the non-threatening, positive image, if you will, reflecting the fact that the individual has little control over when death will come, but death, in its inevitable way, â€Å"stops,† interrupting it’s path, and takes the chosen one along with it to a better place. In addition to the use of the word â€Å"kindly,† she adds the image of Civility, a different image in that kindness requires empathy, where Civility requires a concerted effort to assuage a difficult situation in the interests of doing just that. We slowly drove-He knew no haste. Death, recognizing her reluctance and perhaps fear to accept her fate, did it’s best to civilly sooth the journey—turning an otherwise negative event into one at least palatable. The use of poignant images from life stir the heart, as Dickinson obviously intended. Who can not relate to thoughts upon death of their childhood, their schoolyard: Recess-in the Ring-We passed the Fields of Gazing Grain-We passed the Setting Sun- [itself obvious imagery used to convey life’s cycles from beginning to end, and the setting of life ebbing]. With the next line, she hardens the image of the sun with the use of words such as Dews drew quivering and chill as the impending reality of death and its finality nears.