Product Consumption: From Decision to Purchase

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Table of Contents

Introduction: The Concept Shaping Stage. Where It Starts
Searching for the Optimum Solution: Across the Plethora of Choices
On the Decision-Making Issue: Weighing the Pros and Cons
Analyzing the Process of Choice: What Goes on in the Customer’s Mind
Taking the Final Step. Burning the Bridges
Conclusion: When Everything Has Been Said and Done
Works Cited

Introduction: The Concept Shaping Stage. Where It Starts

No matter what people might say about their immunity to the influence of the commercials and the slogans advertising certain goods, it cannot be denied that in most cases, the decision to buy a certain device or any other type of goods shapes the process of being brainwashed by the TV commercials. That is why, although I consider myself a person of decent logics and strong will, my first idea of buying a new computer mouse was rather an effective response to the online commercial of the new gadget rather than a cognitive response to the fact that my old mouse was not quite comfortable to operate.

Searching for the Optimum Solution: Across the Plethora of Choices

It must be admitted, however, that the stage of decision-shaping, somehow influenced by the numerous advertisements and the desire to obtain the trending device, and at the same time predetermined by a considerable need, was followed by a nonetheless important process of searching for the most appropriate model of a mouse. At first, I had an instant impulse of categorization (Hoyer and McInnis 108) and recalled the Logitech Co., but then I decided to dwell better on the choice of the company. Therefore, I can claim that the choices made was not induced by the advertisements and the numerous commercials, but by my own needs and wants.

However, even though I did my best to use the long-term memory and recall the information about the existing brands, but there can be no doubt that my short-term memory also did its job and I recalled several issues that I learned subconsciously when watching TV commercials or passing the billboards with computer gadgets on them. Consequently, I continued further search for an appropriate device, looking for the knowledge network where I would obtain the necessary information on the device and choose the best mouse model to buy.

On the Decision-Making Issue: Weighing the Pros and Cons

One of the most complicated elements in the process of decision-making and the further choice of the actions to be taken were dealing with the knowledge network and analyzing what information I had at disposal.

I had to admit that I had considerable knowledge of the consumption and the use of the product, which was extremely essential. Consequently, I had vast product knowledge. Moreover, the level of self-knowledge was quite sufficient as well – I realized that I could handle even the most modern gadgets since I had a previous experience with quite unusual computer devices.

However, I had very little purchase knowledge, since I had a very vague idea of where to buy the mouse and how much it cost. The latter problem could be helped easily, though, for I had enough sources to check for making the right choice and picking the gadget that followed every single requirement of mine.

I should also mention that I deviated from the typical cognitive model of learning about the product, since after perceiving the new information I did not make an immediate connection with the old one, but tried to analyze the new issues and structure them. It was only after I arranged all the details concerning the new computer mice that I started comparing it to the prior knowledge.

Thus, I could have probably missed incorporating all the essential information, which is rather regretful. Nevertheless, I managed to draw parallels between the old and the updated information and ever learn about my misconceptions about computer mice. Elaborating on the new data and learning the meaningful details, I felt more confident about making my choice.

It was also quite peculiar that my consumer knowledge on computer mice did not change much, mainly because I did not aim at keeping all the information that I have learned after making the purchase, but my consumer expertise was shaped greatly. For example, the car-shaped mice, which I used to consider impressive and generally good, no longer excite me, mostly because of their poor performance.

Analyzing the Process of Choice: What Goes on in the Customer’s Mind

However, the entire process of shaping the idea of a perfect purchase was not restricted to picking the most functional and the least expensive gadget of all possible; I must confess that I also followed the typical pattern of gadget consumption and was guided by the need to find the device that would signify a certain social status.

More precisely, when choosing the mouse, I understood that the integration into the world of higher education has done its job, and I have assimilated to the choices students make when purchasing a gadget. It no longer mattered whether the mouse should look fun and fashionable – I paid a lot of attention to functionality and quality. Therefore, instead of choosing a Toshiba mouse, I decided that it should be the latest Apple device.

Besides, I understood that it was not merely the assimilation to a different lifestyle that guided me to make the final choice. It was quite remarkable to find out that I not only understood why I chose the given type of mouse but also realized that I got used to the idea of having functional, but not decorative devices and gadgets, which can be considered a complete customer’s accommodation to a certain type of appliance and a certain environment in which the given gadgets are used in.

Taking the Final Step. Burning the Bridges

Despite the seeming simplicity, the process of choosing the right device was far more complicated than I expected. First of all, I had to pass the stage of abstraction and shape the idea of the device that I needed exactly without thinking of any brand or brand details. I had to deal with my cognitive learning – namely, the iconic role of learning– and to erase the immediate associations with “computer mouse,” which was rather hard. However, the abstraction and the further perception of the new and more updated information on the computer mouse production helped me to make a decision. Thus, shaping my consumer knowledge on the product, I finally realized that I was ready to adequately choose the exact mouse that I needed.

Conclusion: When Everything Has Been Said and Done

As it turns out, the procedure of product consumption conceals extremely complicated processes. Predetermined by numerous factors, people’s final decisions depend considerably on the environment in which they live and the commercials that they come across, whereas personal motivation and reasons can take quite insignificant places. Therefore, to understand the mechanics of a consumer’s choice, the factors, both inner and outer, have to be thoroughly analyzed and taken into account. With the information on the product and the thorough analysis of the motivation, one can use the current market innovations efficiently and make a good purchase.

Works Cited

Hoyer, Wayne D., and Deborah McInnis. Consumer Behavior. Stanford, CN: Cengage Learning, 2010. Print.

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