MGMT100 Chapter 4: week 4 A
Document Summary
If they have only a limited involvement, they will go through the periphery of the decision-making model and spend less time on the purchase. This means that consumers do some work to make a decision, but not a great deal. The consumer decision making process: when consumers make important decisions, they go through the five steps of extended problem solving: Step 2: information search: information search is the step of the decision-making process in which the consumer checks his or her memory and surveys the environment to identify what options are out there that might solve their problem. The role of marketers during the information search step of the consumer decision making process is to make the information consumers want and need about their product easily accessible. Step 3: evaluation of the alternatives: first, a consumer armed with information, identifies a small number of products in which he or she is interested.
