Chapter 6: Consumer Decision Making

In order to have a better service and compete in the market it is necessary to know the behaviors and decision making process of consumers. To start with, there's need recognition. Electronics for the most part are (or its now better said were) luxuries because in time they've grown to be needs. Wants and needs are created by external stimuli given the example, of Apple products popularity and perceived superiority. The following stage is to knowing that consumers will look for information about the product. The information search can be external, internal, or both. When it comes to purchasing an Apple product the majority of consumers search for internal information like recommendations from previous experiences. Plus it goes without mention that Apple has been fortunate to have very loyal consumers, as soon as the next generation product comes out many people upgrade their iPhones. Additional to all this, external information also comes as market-controlled. Not only are Apple consumers loyal to them but they also view Apple as a trusted company. Apple has a great communication with their customers through their keynotes that make people feel informed about the product.

 

Following the consumers need for information its time to evaluate alternatives. Apple has an industry standard, specifically with their iProducts for example, someone wouldn't jump to say they want to "buy an MP3 player" they'll go straight into wanting an iPod this again has to do with Apple's ability to stand out. 

After evaluating alternatives it's time to purchase; because of Apple's standing people purchase a lot of their products! So much that their newest product the iPhone 5 broke all first day sales records. 

However, the company's product transaction doesn't stop at the purchase, the final stage of consumer decision making is post-purchase behavior, This entails how well the consumers expectations were met and determines how satisfied or dissatisfied with the their purchase. In Apple's case, it seems to go without saying that consumers are pretty satisfied with their Apple products since there's still a high demand for the same products.