It is clear that the understanding of using effective communication tools towards each step of consumer purchasing process will have great effects to business outcomes. According to Clow & Baack (2012), consumer decision making process include 5 different steps such as problem recognition, information search, evaluation of alternatives, purchase decision, post purchase evaluation. Similarly, Kotler & Keller (2006) also used the similar five –step model.
1. PROBLEM REGCONITION
Firstly, Kotler & Keller (2006) stated that the buying process may occur when the consumer receives information by internal or external impacts. This causes awareness of consumer needs.
The main purpose of this step is to capture attention of the target market. Moreover, Ederman (2010) stated that the first step mainly includes awareness and interest. Thus, the first task of a marketer is how to arouse the curiosity of potential buyers. The communication tools which are used to create the highest level of awareness are TV, magazines and newspapers. Besides, in the new marketing environment, marketers can combine those channels with social media to catch more attention of consumers. One of successful examples of using traditional channel to promote its product is Kangaroo.
1. PROBLEM REGCONITION
Firstly, Kotler & Keller (2006) stated that the buying process may occur when the consumer receives information by internal or external impacts. This causes awareness of consumer needs.
The main purpose of this step is to capture attention of the target market. Moreover, Ederman (2010) stated that the first step mainly includes awareness and interest. Thus, the first task of a marketer is how to arouse the curiosity of potential buyers. The communication tools which are used to create the highest level of awareness are TV, magazines and newspapers. Besides, in the new marketing environment, marketers can combine those channels with social media to catch more attention of consumers. One of successful examples of using traditional channel to promote its product is Kangaroo.
The marketers of Kangaroo choose a 15s advertising on TV between the Champion League Football Final with a message “Kangaroo, the number one of water filter machine in Vietnam”. The number of times which advertising of Kangaroo appears on TV is 30 times in 15 minutes. The advertising initially makes consumer feel annoying. However, the company has been successful with its strategy because many people initially acknowledge Kangaroo as the top water filter machine in their minds. Furthermore, many well-known brands in the world mostly use their advertising on TV such as Nike, Heineken and Gillette. (http://www.youtube.com/watch?v=gxYKcAyl4wU)
Additionally, company can find places where make their messages become most interesting. They can be cafes, in elevators, good morning programs or the show of role models in order to promote effectively their products.
More specific, in order to increase the attraction of customer to advertising, there are some factors to contribute significantly which marketers should use such as colour, form, size, graphics, materials, smell. The result of a survey will be shown in appendix 1.
In the step perception of needs, these criteria above contributed 90 % in process of attention capture. The statistics show the same results in the case of milk, chewing gum products with over 90 %.
2. SEARCH FOR INFORMATION
Once the customer needs emerges, the consumer begins an internal search (Clow & Baack, 2010). In this step, the factors such as name, brand, producer, information about product, special offers, usage instructions will be greatly concerned by customers with 70 % (appendix). Information gathered from external sources are based mostly on product characteristics and marketing communications. Consumer’s information search depends on the importance of purchase and the easiness to obtain information. In the stage, the marketer should build a variety of information channels which people can easily access. For example, it is reported that the number of people who use Internet is more than 2 billion (internetworldstats, 2012). Therefore, the marketers should consider it as an important channel to advertise products and a source of information for consumers. Moreover, the information of product and company now can be easily accessible by Google, Facebook, Twitter, website, and online newspaper. Besides, the use word-of-mouth is also an effective technique because consumer can ask friends, colleagues and family.
3. EVALUATION OF ALTERNATIVES
According to Chow & Baack (2012), it is important to understand how customers evaluate choices. Quester & Pettigrew (2011), there are some factors which called evaluative criteria will influence the customer evaluation. They are price, brand and characteristics. These factors are extremely important because the buyers choose alternatives mostly based on the performance of them. However, in fact, there are many purchases which are not affected by evaluation of alternatives. Quester (2011, et al) supposed that a process of cognitive lock in can be created habitually by consumer to buy same products, especially toothpaste, soap or facial tissues. Thus, focusing on these criteria is essential to most of advertising. If company can use an advertising campaign to persuade target market by particular criterion, it may bring great advantages to company compared to other competitors. The comparison of three smart phone brands will be shown in appendix 2.
4. PURCHASE DECISION
After going through all three stages above, consumers finally will purchase the product. In this step, the consumers have to desist and resist from continuing to collect and analyse information and evaluate the alternative brands and searching for a finally product. The purchase decision is necessary to be made now. According to Arens (2009), the concept of a purchase goal is typically derived by having suitability for the brand temporarily chosen that will most probably is identified to incorporate and integrate the same characteristics and motivation that stimulated the consumer to satisfy this need.
Additionally, company can find places where make their messages become most interesting. They can be cafes, in elevators, good morning programs or the show of role models in order to promote effectively their products.
More specific, in order to increase the attraction of customer to advertising, there are some factors to contribute significantly which marketers should use such as colour, form, size, graphics, materials, smell. The result of a survey will be shown in appendix 1.
In the step perception of needs, these criteria above contributed 90 % in process of attention capture. The statistics show the same results in the case of milk, chewing gum products with over 90 %.
2. SEARCH FOR INFORMATION
Once the customer needs emerges, the consumer begins an internal search (Clow & Baack, 2010). In this step, the factors such as name, brand, producer, information about product, special offers, usage instructions will be greatly concerned by customers with 70 % (appendix). Information gathered from external sources are based mostly on product characteristics and marketing communications. Consumer’s information search depends on the importance of purchase and the easiness to obtain information. In the stage, the marketer should build a variety of information channels which people can easily access. For example, it is reported that the number of people who use Internet is more than 2 billion (internetworldstats, 2012). Therefore, the marketers should consider it as an important channel to advertise products and a source of information for consumers. Moreover, the information of product and company now can be easily accessible by Google, Facebook, Twitter, website, and online newspaper. Besides, the use word-of-mouth is also an effective technique because consumer can ask friends, colleagues and family.
3. EVALUATION OF ALTERNATIVES
According to Chow & Baack (2012), it is important to understand how customers evaluate choices. Quester & Pettigrew (2011), there are some factors which called evaluative criteria will influence the customer evaluation. They are price, brand and characteristics. These factors are extremely important because the buyers choose alternatives mostly based on the performance of them. However, in fact, there are many purchases which are not affected by evaluation of alternatives. Quester (2011, et al) supposed that a process of cognitive lock in can be created habitually by consumer to buy same products, especially toothpaste, soap or facial tissues. Thus, focusing on these criteria is essential to most of advertising. If company can use an advertising campaign to persuade target market by particular criterion, it may bring great advantages to company compared to other competitors. The comparison of three smart phone brands will be shown in appendix 2.
4. PURCHASE DECISION
After going through all three stages above, consumers finally will purchase the product. In this step, the consumers have to desist and resist from continuing to collect and analyse information and evaluate the alternative brands and searching for a finally product. The purchase decision is necessary to be made now. According to Arens (2009), the concept of a purchase goal is typically derived by having suitability for the brand temporarily chosen that will most probably is identified to incorporate and integrate the same characteristics and motivation that stimulated the consumer to satisfy this need.
Basically, some consumers will only refer to the specific brand due to the belief and growth of loyalty to that brand. Therefore, continuing and to promote reminder advertising and initiating infrequent sales promotion is very important that marketers need to do to make sure that their brand will stay at the forefront of consumer thoughts and suppress the lure to change to an alternative brand.
According to Butcher (2010), in order to lure new customers or continue to promote an ongoing loyal relationship with existing clients, an awareness of business via frequent communication is very important. Different tools will be applied in different stages to walk the consumer thought from basically being aware to converting a loyal purchaser. At the purchasing stage, communication tools used relating to reminders of selection, improve brand awareness and stimulation of coupons, reward points, and loyalty cards to create developed customer loyalty.
For example, some types of product with same characteristics and there is no much different in price such as KFC and Mc’ Donald, the sales promotion tool is very important at the purchasing stage. By distributing coupons for use, the customer can quickly make the decision and purchase the product when they stand in front of two stores with same types of products and not much different in price like this.
For example, some types of product with same characteristics and there is no much different in price such as KFC and Mc’ Donald, the sales promotion tool is very important at the purchasing stage. By distributing coupons for use, the customer can quickly make the decision and purchase the product when they stand in front of two stores with same types of products and not much different in price like this.
In addition, by providing the reward points or loyalty cards, the demand is stimulated quickly and the consumers will be encouraged renewed purchase and it also help to increase potential loyalty customers such as in clothing industry
5. POSTPURCHASE EVALUATION
The final stage in consumer decision-making process is the post purchase evaluation. Product purchasing is follow by post purchase evaluation and it mentions to a customer’s evaluation whether the product was valuable to them or not and whether the product satisfy their need or not?
The final stage in consumer decision-making process is the post purchase evaluation. Product purchasing is follow by post purchase evaluation and it mentions to a customer’s evaluation whether the product was valuable to them or not and whether the product satisfy their need or not?
In fact, even the purchase decision is made, it’s inappropriate to assume that the decision making process now is completed. After purchasing and using product or service, customers can now evaluate whether their expectation levels on performance have been accomplished or not. So the fifth stage post purchase evaluation of the consumer decision-making model is considered as s processor of information. This step is very important; if the product or service satisfied their needs they would consider alternative options. Therefore, post purchase evaluation converts into part of the consumer’s internal information that directly influences future and product decisions.
At this stage, it’s important to focus on the service after purchasing like warranty services. The marketer needs to advertise, emphasize the service to the consumers and regularly care to the customer though mail or mobile phone to find and fix the problems if unsatisfactory experiences occur.
CONCLUSION
Apparently, understanding Duncan model and customer decision making process is very useful for marketers to approach customer effectively. In technological age, communication tools, especially social networks make marketing theories easier and faster to apply in real situations. this is also considered as a good place to build a powerful brand. Companies around the world can response customer's opinion quickly as well as become popular via many communication tools to attract customers make them loyal by competitive products or services.
CONCLUSION
Apparently, understanding Duncan model and customer decision making process is very useful for marketers to approach customer effectively. In technological age, communication tools, especially social networks make marketing theories easier and faster to apply in real situations. this is also considered as a good place to build a powerful brand. Companies around the world can response customer's opinion quickly as well as become popular via many communication tools to attract customers make them loyal by competitive products or services.