Good Essay About Consumer Decision Making Process

Living in a world permanently connected to information and socialization, I have recently realized I needed to upgrade my technology use and possession by purchasing a smartphone. My old phone did not comprise the functions that I aimed: internet access and permanent connectivity with friends or acquaintances on social media websites, as well as the possibility to take cool pictures, register videos or read news, reviews, etc. Similarly, my old phone said nothing about me, it was only a phone used to make and receive calls, not too fancy looking, while the iPhone 5 that I bought is modern, has a nice and trendy design and catches the eye. Firstly, at the need recognition stage (Grewal & Levy 97), I had identified specific functional features (improved technology, social media connectivity and internet access) and psychological needs (the desire to possess a modern and fancy gadget that makes me fashionable and cool). The more I thought of the discrepancies between my actual state and the designed state, the stronger I wanted and desired to purchase a smartphone.
I have started the information search stage, by digging into my memory to acknowledge what I know about smartphones and what would fit me, elaborating an internal search (Grewal & Levy 99). After this internal search, I have started asking friends and colleagues about smartphones and asked them what they would recommend, in parallel with browsing through internet for online reviews, YouTube movies and articles about different smartphones. At this stage I have taken into consideration various factors, using my internal locus of control and not the external locus of control, which means that I had control over my actions by performing a detailed search (Grewal & Levy 100). I took into consideration the performance risks that the smartphone chosen might not turn the sought technical quality, I thought about the price (financial risk), searching the best option for cost/quality and considered how others would perceive me with the chosen smartphone (social risks). I have also taken into consideration the fact that the chosen smartphone should convey the intended image of a fashionable, yet, relaxed individual (psychological risk) (Grewal & Levy 100). and also thought about the safety risk that a smartphone might generate – such as being robbed.
During this search information process, while taking into consideration the problems that might appear with the inadequate product, I have ruled out several smartphone brands, because of their design, technology and popularity among smartphone users. These were evaluative criteria, which were also part of the evaluation of alternative stage (Grewal & Levy 102). Also in this stage I thought that the high technology incorporated, the applications included, the sophisticated design and the brand were aspects acting as determinant attributes, which would compensated the fact that the chosen product was a little more expensive than anticipated.
With all the information at hand, and all alternatives considered, I decided on buying an iPhone 5 because it comprised both my functional and psychological needs, answering the determinant attributes, in terms of technology, applications, design and brand. It was also the smartphone product that I thought it would fit my personality and had less associated risks.
Now, after I have purchased and used the product for a while, I am fully satisfied with my choice. My expectations were realistic and although I did not provide any feedback so far, I would gladly recommend iPhone 5 as reliable phone, with excellent technology, slim design, capable of taking qualitative photos and videos, while enhancing the social media experience.

Works Cited

Grewal Dhruv & Levy, Michael (2012) Marketing. Chapter 5, Consumer Behavior. New York: McGraw Hill.