My classmate answered the question ” Do you agree with Exhibit 5.1 (the consumer decision process)? Is the process always linear ” and he wrote his opinion on the discussion board.
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Charts that map human behavior are typically linear on paper, but real world examples do not always follow suit. In this case, I believe the consumer decision process is certainly not linear, as individuals do not typically make decisions in a linear fashion. If I were to recreate this chart, I would so using flow chart diagrams and putting decision points at every stage, thereby making it possible to loop endlessly at each stage. A consumer does not always make the decision, and can therefore terminate at any stage, or even move back a stage due to information gathered at some point in the process.
As a marketer, I do not believe the consumer decision process starts with “Need Recognition.” In my opinion, there is a potential step prior to this that is an opportunity for marketing professionals. That stage is “Product/Service Awareness.” In order to realize you “need” something or that a product or service may fit a potential empty space in your life, you must first be aware of its existence. Marketers do have a responsibility to target those who already know and utilize the product, but a bigger opportunity lies in those who have yet to be informed (i.e. How can a person “need” something they don’t know exists?).
Please, write me a repose about his opinion on 1 or 2 paragraphs.
I uploaded the case ( Exhibit 5.1) as a PDF file.