Outline the customer decision-making process and the influences on Essay

Outline the customer decision-making process and the influences on customer behavior - Essay Example For example: the customer realizes that he/she is on a very unhealthy diet and the cafes they eat in offer very unhealthy food. The marketers need to realize that consumers need a cafà © where they can obtain affordable food and the food should be healthy. Once the need has been identified by the consumer, next the consumer starts looking for alternatives to satisfy that particular need (Longenecker, 2012, p.57). After identifying alternatives, the customer is involved in the practice of evaluating these alternatives in order to select the best option that satisfies his/her needs (Hoyer, 2001, p.193). While looking for options the customer first looks for options he already knows about and is available in the market. The customer is mostly aware of only those brands and options that have advertised their goods and services in an aggressive manner. For example: While locating a cafà © where an individual can eat healthy food at reasonable prices, the customer may look at various options available to him/her. Once the customer has evaluated all its options, they will make the purchase decision (Longenecker, 2012, p.425). The purchase decision is dependant on various factors including how well the brand have been advertised, customer will always go for those brands that have been advertised well enough (Berkowitz, 1996, p.125). The purchase decision is even dependant on the accessibility of the option. For example: if the customer wishes to eat healthy at a cafà ©, then he/she would select a cafà © that offers healthy food. The third element on which this decision is dependant on is whether the customer has made a planned decision or has made a decision spontaneously. For example: while locating cafes that offer healthy food, customer will look at the sales representatives of the cafà © and the over all environment of the cafà ©. These decisions can be taken into account by