Analyze a recent purchase you made of a durable good (durable goods are goods that don’t wear out quickly or those that have a lifespan of more than three years – computers, cars, mobile phones, kitchen appliances, etc.)
Write a 1,050- to 1,400-word paper in which you review the steps that you took in making this purchasing decision.
Base your review on the following six steps in the consumer decision process:
1. Problem recognition
2. Information search
3. Alternative evaluation
Answer the following questions in your paper:
• Which of these stages did you go through?
• Which stage(s) in the purchasing process was/were most important to you?
• If you skipped certain stages, what marketing or previous experience influenced you to skip this stage?
• What could the selling organization have done more effectively from a marketing standpoint to help you move through these stages?