Chapter 6 - Consumer Decision Making

              Consumer Behavior is one of the most important topics a marketing manager must understand. This determines how consumers make purchase decisions and how they use and dispose of the purchased goods and services. TRESemmé achieves this by choosing the most common problems that people have with their hair and making products that can fix these problems. For example, one of the most common hair problem is frizziness; TRESemmé has products that helps tame frizziness in their gels, shampoos, hairsprays, and conditioners  This influences consumers to buy these products if they have problems with frizzy hair.

               There are 5 basic steps on how a consumer determines which product they should buy by making decisions; This process is called the Consumer Decision-Making Process. The 5 steps are: need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior. A great example will be a product from TRESemmé which are their hairsprays and gels. As a recognition, the consumer will decide to buy this product if they WANT it, it certainly is not a need but this want triggers the mind of consumers and makes them want to buy the product. It's like seeing an advertisement and wanting that certain product even if it isn't important. As an information search when the consumer recognizes their need or want, for example if a consumer sees a hair product that is very cheap but have not heard of the product before, chances are they will not buy it. TRESemmé is by far one of the most popular hair brand so if a consumer sees this product, they will most likely buy it, especially since it is a salon stylist brand. After getting information and recognition of the product, a consumer will use this information stored in their memory and obtained outside sources to develop a set criteria; This is called evaluation of alternatives and purchases. The consumer will look for more reasons to buy a certain product from TRESemmé making it as logical as possible by comparing the product to other products that are being sold. When a buyer is buying products, consumers expect certain outcomes from the purchase, this is known as the postpurchase behavior. The way these expectations are met all depends on the consumer if they are satisfied of dissatisfied by the purchase. If the consumer uses one of TRESemmé's gel products and it doesn't do what it says it does such as hold the hair throughout the whole day, then the consumers will be dissatisfied which will make them not buy this product again. The person who used this product may also pass on to their friends and families that the product doesn't do as it says, which will cause the product to have less sales. This is a type of situation that a company like TRESemmé must avoid as much as possible by giving their customers a reliable product.

                There are many Factors Influencing Consumer Buying Decisions. They are cultural, social, individual,  and psychological factors that strongly influence the decision process which has an effect on a consumer's stimulus. Cultural factors are one of the broadest and deepest influence. Marketers must understand the way people's culture and its accompanying values, as well as their subculture and social class, influence their buying behavior. TRESemmé will have to find out a consumer's culture of foreign countries and know what is more popular over there. For example, long hair is something that the Asian countries like Pakistan and India most likely strive for. TRESemmé sells a shampoo product that grows your hair faster than usual which looks like this: 

TRESemmé would most likely sell most of these products in Pakistan and India since it is most wanted there. The Social factors are mostly influenced by go social class systems. The upper class is more wealthy and are most likely going to buy more expensive products, maybe not even from TRESemmé because they may be able to afford something more expensive and better. The middle class will most likely buy products from TRESemmé because the prices for their products are very reasonable. The lower class may buy products from TRESemmé is they are able to afford it. It also depends on how each class's lifestyle is like and how each class is influenced. Also, if a family member uses products from TRESemmé, then it is most likely to pass on throughout the whole family. A consumer's buying decisions are also influenced individually, such as gender, age, and life cycle stage; Which also leads to personality, self-concept, and lifestyle. For example, a baby will most likely nice use a TRESemmé product since it is not healthy for their hair. Their products are for teens and older. There are TRESemmé products for both males and females so that is not a problem. Choosing a TRESemmé product also depends on a person's lifestyle or personality if they like their products and the smell of it is important too since it attracts buyers. Psychologically, a consumer will most likely buy a product if they hear that it is great from other people. They can also check online to see the reviews of certain products. TRESemmé has a lot of their products on the internet with reviews from people like us. You just have to be careful because not every product with reviews are a fact.