My classmate answered the question ” Do you agree with Exhibit 5.1 (the consumer decision process)? Is the process always linear ” and he wrote his opinion on the discussion board.
Charts that map human behavior are typically linear on paper, but real world examples do not always follow suit. In this case, I believe the consumer decision process is certainly not linear, as individuals do not typically make decisions in a linear fashion. If I were to recreate this chart, I would so using flow chart diagrams and putting decision points at every stage, thereby making it possible to loop endlessly at each stage. A consumer does not always make the decision, and can therefore terminate at any stage, or even move back a stage due to information gathered at some point in the process.
As a marketer, I do not believe the consumer decision process starts with “Need Recognition.” In my opinion, there is a potential step prior to this that is an opportunity for marketing professionals. That stage is “Product/Service Awareness.” In order to realize you “need” something or that a product or service may fit a potential empty space in your life, you must first be aware of its existence. Marketers do have a responsibility to target those who already know and utilize the product, but a bigger opportunity lies in those who have yet to be informed (i.e. How can a person “need” something they don’t know exists?).
Please, write me a repose about his opinion on 1 or 2 paragraphs.
I uploaded the case ( Exhibit 5.1) as a PDF file.