Decision-Making Process

Decision-Making Process

1. Need Recognition

   • Information Search
     • Evaluation of Alternatives
       • Purchase
         • Purchase Behavior
           • 5
           • Expectation Fulfillment
             • Good Quality?
             • Family/ Friends Opinion
             • Job got done
         • 4
         • To Buy or Not to Buy?
           • depending on this factors: price, quality, comfort, technology.
             • Also Method of Payment
             • Function
             • Design
           • TIME: When to Buy
             • Money
             • Tendency
           • WHAT to Buy
             • Brand, model and design, Is related to Product description
           • WHERE to Buy
             • Where do I shop? Online? Retail Store? Which One?
           • How to Buy
             • Payment Options
       • 3
       • Consumers will analyze, compare and prioritize their needs
         • Price: Nike
         • Style: Converse
         • Comfort: Adidas
     • 2
     • Internal Information Search:
       • The customers will buy another pair of sneakers because the have bought some of them in the past and they were satisfied with them.
     • External Information Search:
       • Non Marketing Controlled: Plenty of families, students, young athletes use the NIKE brand for their daily activities, they basically are promoting the brand when they’re using them.
       • Marketing Controlled: Nike is well known in the branch of sports. A good quantity of famous athletes in different sports are sponsored by Nike. Thus, the young athletes want to imitate their idols and they buy Nike. A great example of this is Cristiano Ronaldo. Nike, is also the official sponsor of the NFL uniforms consequently they are doing a great publicity with the players using the uniforms which this is bringing many customers to the brand.
       • Evoked Set (Consideration Set): customers will find a diverse quantity of brands that are in the same market of Nike. The main competitors are the following ones: Under Armour, Adidas, Reebok, Puma and Skechers.
   • 1
   • Job statement: Run, Walk, Exercise comfortably
     • Want-got gap: The consumer has seen a lot of publicity and advertisements about the new sneakers that Adidas, Nike and Converse are offering.
       • External stimuli: Many bloggers have posted pictures of them wearing those sneakers and the brands are becoming increasingly famous among the group of friends of the consumer.
         • Want for a feature of product: The consumer, besides needing to buy a pair of sneakers, is seeking to achieve status, or to belong to a certain group by doing it

2. Product: A pair of Sneakers

Bilder und Dateien der Mindmap