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Section 10.2 Customers
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The decision-making process used by
individual consumers is similar to the process
used by business and government consumers.
The decision-making process helps consumers
make the decision to purchase or not to
purchase. The stages in the decision-making
process are shown in Figure 10-8.
• Define the problem or need. Consumers become
aware of a problem when they have a need
or want to be satisfied. Defining the need or
want is the first step in the decision-making
process.
• Research. The next step is to search for
information on how to fulfill the need
or want. Consumers may recall past
experiences or ask family and friends
for recommendations. Many consumers
research product features and reviews on
websites.
• Choose the best option. When research
is complete, all of the available options
are reviewed. Consumers evaluate and
compare many factors for each option,
including price, brand, features, and
convenience.
Maslow’s Hierarchy of Needs
Self-Actualization
All needs have been
fulfilled to some degree
Esteem
Need to be liked and respected
Love and Acceptance
Need for support, assurance, praise, acceptance
Security
Need to feel safe in surroundings
Physical Needs
Need for air, water, food, clothing, shelter
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Figure 10-7 Abraham Maslow believed physical needs must be met before all other needs and wants.
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Figure 10-8 Consumers use some or all of the steps in
the decision-making process to make buying decisions.
Define the problem
or challenge
Research
alternatives
Choose the best
alternative
Implement the
decision
Evaluate the
decision
Steps in the Decision-Making Process