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The Consumer Behavioural Process
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The Consumer Behavioural Process
Consumer Behavioural Process
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 itself 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 multitask 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
The Consumer Behavioural Process
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 we made with the dealer. It doesn’t matter the
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 ruin the company’s image negatively. For example, I would have asked the staff
to take on the PC and try to find out if it was their fault or Arabella’s. Also as an executive in
an organization.
The Consumer Behavioural Process
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 issued and has not expired, then a complaint is active.
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.
Second, 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 and hence has
ruined the reputation of the business itself.
The Consumer Behavioural Process
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.

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