Five Step in Decision Making Process and the Influences

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- COMPARISON

When making a decision to purchase a personal computer (PC), there are hundreds of thousands of computers out there in the market, varies in makes and models. For example: If you want a computer just to do regular things such as creating a document, browse the internet, watch movies, listen to music…all you need is a low-configuration computer. But if you want to do more, such as: playing video games, installing big-size software…you will need a more heavy-duty computer to do the job.

There are 7 main points to keep in mind (the influences involved) when evaluating the alternatives:

- Performance: do you need a high-performance computer of just a regular one?

- Durability: how durable it is in the long-run?

3. Warranty: does the brand offer any guarantee?

- Models and colours: how would you like your PC to look like, what colours you like most?

- Price: how big is your pocket? And how willing you are to pay for the PC?

- After sale services: does the company offer good after sale services?

- Quality on competitive basis: what about its quality compare to other brands?

You will also need to read many reviews and compare the prices not only from your own pocket but also from different sellers, ultimately choosing the one satisfies you most.

- Decision:

The penultimate stage is where the purchase takes place. Philip Kotler (2009) states that the final purchase decision may be ‘disrupted’ by two factors: negative feedback from other customers and the level of motivation to accept the feedback. For example, having gone through the previous three stages, a customer chooses to buy a new computer However, because his very good friend, a keen astronomer, gives him negative feedback, he will then be bound to change his preference. Furthermore, the decision may be disrupted due to unforeseen situations such as a sudden job loss or relocation.

- AFTER BUYING ASSESSMENT

After buying our laptops, customers will always compare the new laptop with their previous expectations and will be either satisfied or dissatisfied. This can greatly affect the decision process for similar purchases from the same company in the future, having a knock-on effect at the information search stage and evaluation of alternatives stage. Customers often contribute their positive and negative feedback about our laptop. We can see this through the reviews on our website, social media networks or maybe work of mouth. Those comments may give some influences:

+ If the comment was good, it will result in brand loyalty, and the Information search and Evaluation of alternative stages will often be fast-tracked or skipped altogether.

+ If the comment was not good, or maybe bad, our laptop will become very hard to sell, our band name will lose prestige, it will very hard to continue to our business.

To sum up, companies should be very careful to create positive post-purchase communication, in order to engage customers and make the process as efficient as possible

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