Applying Consumer Decision Making Process

  

This chapter presents a model of consumer decision making process, which has 5 stages.  It also discusses influences  that may play roles in your decision making process, such as social influence, situational influence, and psychological influences. 
For this discussion, you are required to illustrate the 5-stage decision making process with one of your own purchases.  In addition, you need to show how your decision process were influenced by social, situational or psychological factors. 
Here is my example: purchase of a new laptop 

Stage 1 (need recognition): I have been using my current laptop for about 10 years.  It has experienced problems more frequently lately which made me worry that it may die with no warning one day.  I need a new one. 

Stage 2 (information search): Since I only choose between Mac and Dell, I need to find out which model that fits me best.  My main concern is whether the statistics package  and other programs I use for work have a Mac version.  I talked to my colleagues who have been using mac laptops. I also browsed extensively online reviews. At the end of this stage, I decided on Dell laptop. 

Stage 3 (Alternative Evaluation): among all the Dell laptop models, I make comparisons with the following criteria: a. size (15inch), b. touch screen(my daughter wants it), c. separate graphic memory (for better photo or video processing), d. weight (light so I can lug it to take flights and attend conferences), and finally e. price.  After comparisons, I chose Dell Inspiron. 

Stage 4 (purchase): Among all the venues that I can buy, online and offline, I happened to find a special discount from Costco, which offered best deal. I placed the order and picked it up from the store. 

Stage 5 (post purchase experience): So far, it has been no problem and I am happy with the Windows 10 performance and layout.  
In the process, my decision was influenced by Social factors such as my colleagues’ advices, situation factors (availability of the Costco special discount), and psychological factors (my pragmatic lifestyle, value consciousness, in this case).