Ch6, Costomers Decision Making

The costomers have consumer decision making process for each. As the managers must need to know  and understand the process which is consumer behavior.
I'll explain it as Uniqlo's costomer.
First of all, Need recognition. There are so many advertisement on the train and bus, the billboard, onTV as commercial  or on the internet screen. When seeing the ads, people read it, think about it and then have an impulse to purchase the product. Then they recognize it is their want. In addition, if people see the ads which shows the popular person uses the products or the price down or sale information like the picture, their impulses are stronger.





Secondly, Information search. After people recognized what is their want, they search more information in the internet or outside. If people use internet, they can see not only the product's home page but also criticism on another page and they know how much they want it though the searching.

Thirdly, Evaluation of Alternatives and purchase. After searching information about what they want, they are ready to buy the products so they go to the store and buy the products. In addition, Uniqlo has online shopping on its home page, so if people who don't have enough time to go to the store feel an impulse to buy the product through the process, they can get it on line. 

Finally, Postpurchase behavior. This is how people feel satisfied after purchasing. If the satisfaction is bigger, then the customer tend to continue buying the brand's product.

The customer behavior is very important for managers.