Consumer Decision Making

          Consumers do not just wake up and decide he/she will buy a product today. There are steps, a process that consumers go through before purchasing any product. It is important that businesses know how consumers behave and make decisions in order to serve them better and be on top in the market.

          The first step is called need recognition. In regarding electronic, it used to be that people considered it to be a want more than a need. Now-a-days, electronic has become more of a necessity especially when talking about a computer or laptop. This serve as a benefit to Apple because its popularity, innovation, and sleek design draw many people in and make them feel that they are obligated to buy Apple'sproducts if they are looking for the best possible electronic product.

          After a consumer recognizes he/she want or need, the next step will be the search for information. This information can be internal and/or external. When most people contemplate on purchasing an Apple's product, most consumers rely on internal information. That means most people rely on their experiences with Apple's products in order to know if they will purchase from Apple again. Most consumers are loyal to Apple when their experiences with Apple are positive. The other type of information is external and usually come from advertisements and recommendations. Since Apple's consumer base are loyal, they typically believe whatever Apple advertise. With added recommendations from friends and peers, you will find all the information needed to discover that Apple is the company to go for computers and electronic.

          After all the information have gathered, the next step is to evaluate alternative. With Apple being very popular and in a position of being on top in the markets of electronic, their product are viewed as one of a kind knocking off the alternatives when it comes to purchasing a computer or laptop.

          The next step is purchasing. This is the process that Apple Inc knows all about. With millions of purchases every years with revenues reaching over billions of dollars, Apple does ALOT of selling.

          The last step is Postpurchase behavior. This step determine whether the consumer was satisfied or dissatisfied. When we purchase a product, we have high expectation that must be upheld. When that expectation is not upheld, it means that we was not completely satisfied with the product and you as the company may have potentially loss a loyal customer. On the other hand, If the expectations of the consumer was upheld or exceeded then he/she will remain loyal and you can count on another purchase from that consumer again.