Week 5 Discussion Question

The major elements involved in purchasing an SUV car

Purchasing sports utility vehicles in Kuwait may not be as easy and iterative as purchasing the other family cars. Usually, a customer has to  make a number of mental comparisons before making the final decision on whether to buy a car or not and if they are going to purchaser the car, they have to decide which model, and brand  to select from the few car brand in Kuwait. Usually, these decision are marked by three major elements: problem representation, integration processes, and decision plans

Problem framing

The consumer must first define his problems that he needs to solve. If the problem is to select a faster car, a new fashionable model or a cheaper can, they have to clearly define the problems. Defining the problem helps in realizing the goal of the purchased. A needy consumer with an intention to purchase must have a clear picture of the solution they are seeking. This might involve exploring alternatives before evaluating the products (Srivastava, 2015).

Integration process

The integration process may either be compensatory or non compensatory process. These processes are important when selecting the brand. Personally, I do consider both the pros and cons of a car before making my purchase decision. This is known as compensatory integration processed. The process helps me in limiting the cogitative dysfunction associated with buying a product as I always focus on having the best product I can get in the market at the best rate (Sedgwick and Pokorny, 2012).

Decision plans

The final element involved in my decision making processes is the decision plan. For example, while may  be interested in replacing my old cars, I have to consider a number of  extenuating variables such as cost, mileage, fuel consumption, potential repair and maintenance cost (Sternthal and Bonezzi, 2009). Decision plans highly affect my purchase intentions and decision as I have to compare the product based on these other extenuating factors. I have to iteratively compared cost, mileage, carrying capacity (tonnage), the vehicles lifespan, legal requirements on the vehicles age and other qualities. In the end, my decision processes is significantly affected by the decision plans more than the other elements (Schwarz, 2004).

How the three elements could affect an organization when developing a marketing strategy for the SUV

Organizations must understand the consumer behaviors as the consumer behaviors determine the consumer’s intention to purchase and the purchase decision. In order to understand the consumer behaviors, they need to understand the purchase decision processes and the element involved ion purchase decision (Widdows, 1986). An effective marketing strategy must be developed in view of the three elements listed above, Understanding the three elements affecting the decision processes therefore   is significantly correlated to the success of the company’s adopted strategy. If a company does not take into consideration the customer’s decision processes, then the marketing strategy is set to fail (Lynchjr and Zauberman, 2007).

Conclusion

Whether the company is dealing in products that require extensive decision making, or limited decisions making or even the routinized decision making, it is the duty of the company to understand the cognitive and effective processes that are in play when a customer is evaluating and making the purchase decision. In conclusion, companies should understand the nature of products they are dealing with in order to   fine tune their marketing strategy with the customers’ embedded decision processes. This way, the company can induce faster decision making and consequently drive revenue and market growth.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

Hansen, T. (2005). Perspectives on consumer decision making: an integrated approach. Journal of Consumer Behaviour, 4(6), pp.420-437.

Leong, S. (1993). Consumer Decision Making for Common, Repeat-Purchase Products. Journal of Consumer Psychology, 2(2), pp.193-208.

LYNCHJR, J. and ZAUBERMAN, G. (2007). Construing Consumer Decision Making. Journal of Consumer Psychology, 17(2), pp.107-112.

Schwarz, N. (2004). Metacognitive Experiences in Consumer Judgment and Decision Making. Journal of Consumer Psychology, 14(4), pp.332-348.

Sedgwick, J. and Pokorny, M. (2012). Film consumer decision-making: The Philadelphia story, 1935-36. Journal of Consumer Culture, 12(3), pp.323-346.

Srivastava, A. (2015). Consumer Decision-Making Styles of Indian Adolescents. Contemporary Management Research, 11(4).

Sternthal, B. and Bonezzi, A. (2009). Consumer decision making and aging: A commentary. Journal of Consumer Psychology, 19(1), pp.23-27.

Widdows, R. (1986). Let the ignorant consumer beware: consumer information and efficiency of consumer decision making in the USA.Prometheus, 4(2), pp.366-377.

 

 

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