Ch. 6 - Consumer Decision Making

Customers are the foundation for the companies of the development of productions. In order to make a proper marketing mix, companies have to understand consumer behaviors. There are several stages for marketers to make well decision for making profits.

The first stage in the consumer decision-making process is need recognition. for this stage, we need to know the Want and Stimulus for customers to buy the productions. For Whole Foods Company, the Want for customers to buy food is that customers want to eat healthy natural and organic food. For the Stimulus for customers to buy foods in Whole Foods Market, there are internal and external stimulus. For the external stimulus, customers buy food in the Whole Foods Market because the influence of the advertisements.

After recognizing a need, customers search for information about various alternative available to satisfied it. there are two information search: internal information external information search. For the internal information search is that people to buy the foods in whole foods market again because their experience direct them to buy these foods. For the external information, customers buy their productions because of the other people recommend them to buy these things.

The third stage is evaluation of alternatives. Whole Foods Market is a leading foods company focus on selling organic and natural foods. After the recognition and collecting of information, customers may decide what productions they would buy. Because the high standard of Whole Foods production, customer prefer to buy the more healthy foods in whole foods market.

The fourth stage is the action of purchase.

The final step is the postpurchase behavior. According on the whole foods annual report, productions from whole foods market satisfy and delight the customers so much.